STRENGTHS-“Household name”

- Been around since 1858 - Offer a wide selection

- Quality discounted merchandise

- Loss of loyalty (poor customer service)

- Layout of merchandise

- Bombardment of sales

WEAKNESS

- Shift brand perception from sales -Leverage brand awareness

(insert a sales pic)

OPPORTUNITIES

THREATS

- Poor customer service

- Ever changing shopping patterns + preferences

-Competitors have better visual merchandising

( video of “Lovers + Haters!)

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.

- “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 21st 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