Core Insights - Macy's Style Crew program has shown significant growth, with a 30% to 40% conversion growth among top creators, a 315% increase in revenue, and a 327% rise in traffic year-over-year in 2025 [2] - The program aims to enhance community engagement rather than focusing solely on sales, reflecting a broader strategy in affiliate marketing [2][11] Group 1: Program Overview - The Style Crew program, initially launched in 2017, has expanded to include over 600 influencers and is projected to grow to 1,000 members [5] - Enhancements to the program include the launch of creator storefronts on macys.com, offering 12% commission rates and access to exclusive events [3][5] - The program is designed to connect with Macy's target audience across popular platforms and reinforce the brand's identity beyond major events [4] Group 2: Marketing Strategy - Macy's is experimenting with direct mail campaigns featuring Style Crew picks, indicating a desire for affiliate content beyond digital channels [6] - The brand has tested in-store experiences by bringing creators' storefronts to life in select cities, targeting shoppers aged 30-45 [7][8] - The company aims to leverage in-person marketing opportunities in 2026, connecting the Style Crew with major events like the Macy's Thanksgiving Day Parade [12] Group 3: Industry Context - The affiliate marketing space is expected to see double-digit growth, reaching $13.2 billion in U.S. marketing spend this year [3] - Other brands, such as Sephora and Lowe's, have launched their own affiliate programs, highlighting a competitive landscape [9] - The line between affiliate marketing and influencer marketing is increasingly blurred, as creators blend storytelling with sales [10]