sophiarojas
TRANSCRIPT
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