Macy's is a historic department store brand dating back to 1858 but has experienced a loss of loyalty and shift in brand perception due to poor customer service and overuse of sales. While Macy's was once known for instilling confidence in customers, it is now seen as indistinguishable from competitors and focused only on sales. The proposal recommends reintroducing Macy's for the modern shopper by updating the store experience and aesthetics while maintaining sales and providing consistent customer service to shift the brand back to communicating confidence.

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