Jones New York, a division of Jones Apparel Group, is opening a new in-store experience at its Macy's Herald Square store in New York City, whereby shoppers' smart-phones will be served up fashion content.

The Jones New York section of Macy's will feature a 'smart store design' and offer smart-phone content for shoppers.

Microsoft tags within the Jones New York shop deliver 25 unique videos, so that shoppers can download content like style tips to their phones as they shop. Jones New York said it is one of the first retailers on the sportswear floor to incorporate Microsoft tag technology.

Susan Metzger, chief executive officer of women's wholesale sportswear at Jones said: "Our new shop is visual, powerful and completely aligns with our empowerment platform. The shop is a gateway to an enhanced shopping experience from suiting to separates to our Easy Care wardrobe solution pieces. Being able to deliver video content directly at point-of-sale is an exciting new feature we feel will resonate with our customers."