Final Macys
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Final Macys

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Final Macys Presentation Transcript

  • 1.  
  • 2. STRENGTHS
    • “ Household name”
    • Been around since 1858
    • - Offer a wide selection
    • - Quality discounted merchandise
  • 3. - Loss of loyalty (poor customer service) - Layout of merchandise - Bombardment of sales WEAKNESSES
  • 4. -Leverage brand awareness - Shift brand perception from sales OPPORTUNITIES
  • 5. THREATS
    • Poor customer service
    • Ever changing shopping patterns + preferences
    • Competitors have better visual merchandising
  • 6. (video of Lovers + Haters!)
  • 7. COMPETITION Discount retail stores: Designer retail: Specialty stores:
  • 8. - Like keeping up with Joneses - Appearances mean something to them - Purchases portray personal success achievements CONSUMER “ Brand Bargain Shoppers”
  • 9. CULTURE
  • 10. (150 years video) The Macy’s experience is not what it used to be.
  • 11. 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.
  • 12. BRAND IDEA Shift the perception of Macy’s from sales to communicating confidence  
  • 13. - 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
  • 14. 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