COMPETITION <ul><li>Designer retail: </li></ul><ul><li>Nordstrom (legendary for the customer service, layout, – return anything) </li></ul><ul><li>Specialty stores: </li></ul><ul><li>- Banana Republic, Levi’s, GAP </li></ul><ul><li>Discount Retail Stores: </li></ul><ul><li>Target, Loehman’s, Kohl’s, DSW </li></ul><ul><li>- Macy’s experience is not what it used to be. </li></ul>
- “Brand bargain shoppers” - Appearances mean something to them; keeping up with joneses. - Purchases portray personal success and achievements CONSUMER
CULTURE - TLC “Look For Less,” “What Not To Wear” - Macy’s shoppers like to be up to date with affordable style, are influenced by the current trends - Magazines: People, Real Simple (do it yourself), - Oprah? - Michelle Obama – (J.Crew) - inStyle.com
COMPANY -Macy’s has always been a department store where confidence plays a main role in purchases. -Due to the large volume of sales events and poor customer service, the perception of Macy’s is indistinguishable .
BRAND IDEA -Shift brand’s perception of sales to communicate confidence
- Reintroduce Macy’s to the 21 st century shopping experience, the landscape has changed since the 1950’s. -Consistency in customer service. -Modify aesthetics of visual merchandising in-store without eliminating the sales aspect. GUIDELINES
Q: What would the world lose if Macy’s vanished? A: “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
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