- Macy's has been in business since 1858 and offers a wide selection of discounted merchandise, but is losing customer loyalty due to poor service. - Opportunities exist to shift perceptions of Macy's from just sales to promoting confidence, but competitors offer better experiences through service and store layout. - Macy's aims to reintroduce its brand for 21st century shopping without losing its sales identity, through improved service and updated visual displays.

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 WEAKNESS

4. - Shift brand perception from sales -Leverage brand awareness (insert a sales pic) OPPORTUNITIES

5. THREATS Poor customer service Ever changing shopping patterns + preferences Competitors have better visual merchandising

6. ( video of “Lovers + Haters!)

7. COMPETITION Designer retail: Nordstrom (legendary for the customer service, layout, – return anything) Specialty stores: - Banana Republic, Levi’s, GAP Discount Retail Stores: Target, Loehman’s, Kohl’s, DSW - Macy’s experience is not what it used to be.

8. - “Brand bargain shoppers” - Appearances mean something to them; keeping up with joneses. - Purchases portray personal success and achievements CONSUMER

9. 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

10. 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 .

11. BRAND IDEA -Shift brand’s perception of sales to communicate confidence

12. - 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

13. 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