STRENGTHS

-“Household name”

- Been around since 1858 - Offer a wide selection

- Quality discounted merchandise

- Loss of loyalty (poor customer service)

- Layout of merchandise

- Bombardment of sales

WEAKNESSES

-Leverage brand awareness

- Shift brand perception from sales

OPPORTUNITIES

THREATS

- Poor customer service

- Ever changing shopping patterns + preferences

- Competitors have better visual merchandising

(video of Lovers + Haters!)

COMPETITION

Discount retail stores: Designer retail: Specialty stores:

- Like keeping up with Joneses - Appearances mean something to them

- Purchases portray personal success achievements

CONSUMER

“Brand Bargain Shoppers”

CULTURE

(150 years video)

The Macy’s experience is not what it used to be.

MACY’S TODAY

-Macy’s has always been a department store where confidence plays a main role in the purchases.

-Due to the large volume of sales events and poor customer service, the perception of Macy’s has become indistinguishable.

BRAND IDEA

Shift the perception of Macy’s from sales to communicating confidence

 

- Reintroduce Macy’s to the 21st century shopping experience, the landscape has changed since the 1950’s

- Modify aesthetics of visual merchandising in-store without eliminating the sales aspect

- Consistency in customer service

THE PROPOSAL

Q: What would the world lose if Macy’s vanished?

“It would lose what I think is the leader in department stores. When I think of Nordstrom, I think too stuffy. When I think of JC Penney or Sears, I think too cheap. Macy’s is just right. = )”

-Shannon Gerry,Macy’s customer