- Like keeping up with Joneses - Appearances mean something to them - Purchases portray personal success achievements CONSUMER “ Brand Bargain Shoppers”
(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 21 st 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. = )”