In retail-hierarchy, Macy’s is considered a middle-market
department store chain.
Currently, best described as,“not exclusive enough to attract high-end
shoppers and not cheap enough for bargain hunters.
” (PORTFOLIO Magazine, Feb.
2009) Though
Macy’s...
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In retail-hierarchy, Macy’s is considered a middle-market
department store chain.
Currently, best described as,“not exclusive enough to attract high-end
shoppers and not cheap enough for bargain hunters.
” (PORTFOLIO Magazine, Feb.
2009) Though
Macy’s seems to see itself as working on its ‘upscale strategy’ to become positioned in the
high[er]-end department store group.
Simply put, positioning is how your target market defines
you in relation to your competitors.
Therefore, Macy’s positioning strategies are failing.
The brand’s recent use of celebrities (whom all design products): Jessica Simpson,
Sean John, Donald Trump, Martha Stewart, Mariah Carey and Tommy Hilfiger (with
whom they have an exclusive sales agreement) in advertising has succeeded in
increasing consumer awareness of the store’s offerings.
What the brand failed to realize,
or research, before execution of the campaign is that such celebrities are not viewed as
‘high-end’ product producers.
Martine Reardon, execu
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