[et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”]<\/p>\n
To view the new Macy\u2019s campaign Just click on <\/em>http:\/\/www1.macys.com\/campaign\/macystv_brand_relaunch.jsp<\/p>\n It\u2019s been interesting seeing the nationalization of Macy\u2019s taking place on televisions and in newspapers in almost every major market in the country the past couple weeks. Saying good-bye to venerable names like Marshall Field\u2019s, Hecht Co., Burdines, Foley\u2019s and others, Macy\u2019s has launched a well produced national campaign built around one of my favorite Motown songs\u2013 Martha Reeve\u2019s and The Vadelas\u2019 \u201cDancin in the Streets\u201d. In many of the cities mentioned in the song, Macy\u2019s banner now hangs high in shopping center after shopping center. The new campaign extols that the excitement of Herald Square is now being generated in market after market. Or is it?<\/p>\n Federated CEO Terry Lundgren is confident that the consolidation of the stores under the famous Macy\u2019s logo will bring positive sales trends to the chain of stores that have been floundering the past several years. Maybe, Mr. Lundgren should listen more closely to his new theme song. Yes, the customers are not only dancing in the streets, but they are also spending more of their time shopping there as well. Part of the problem with today\u2019s department stores is that they are still anchored in regional malls where today\u2019s customers no longer dance around every week, much less shop. The customers are now excited about the new downtowns and neighborhoods where stores are cropping up more regularly and where customers love the convenience (and the ambience) of being able to park and shop right in front of the store. It holds true for the \u201cPower Centers\u201d which are being built all around town, including many on the same sites where defunct regional shopping malls were recently razed. The excitement of Macy\u2019s flagship on Herald Square just doesn\u2019t exist in the next great Town Center mall and the customers know it. They also know that the stores there haven\u2019t branded themselves to their customers by providing an exciting\u2014OK, at the very least, pleasurable \u2014shopping experience.<\/p>\n What\u2019s more they aren\u2019t addressing the stiff competition from the Targets, Kohl\u2019s, and others who are not only offering as much fashion but also doing it more conveniently and at a better price. Last week in a presentation to retail marketing executives, Michael Francis, Target\u2019s CMO, said that their store\u2019s biggest share of market gains are coming from the department stores. Wal-Mart has been taking share for years with price and selection. Target now takes it with fashion and the excitement that department stores were known for when they identified closely with the communities in which they were located.<\/p>\n The new \u201cStreets\u201d campaign is well executed, the message is clear, and the media weight will bring higher awareness for the Macy\u2019s name\u2014as if they needed it. However, it does not give me\u2014a veteran of 8 years in the department store business\u2014or any other customers a reason to shop a store that they haven\u2019t visited in months. They have not given a reason to abandon Kohl\u2019s, Crate & Barrel, or Men\u2019s Warehouse and come back to the mall\u2028So, Macy\u2019s is everywhere. Now why should we shop there??<\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" [et_pb_section admin_label=”section”][et_pb_row admin_label=”row”][et_pb_column type=”4_4″][et_pb_text admin_label=”Text” background_layout=”light” text_orientation=”left” use_border_color=”off” border_color=”#ffffff” border_style=”solid”] To view the new Macy\u2019s campaign Just click on http:\/\/www1.macys.com\/campaign\/macystv_brand_relaunch.jsp It\u2019s been interesting seeing the nationalization of Macy\u2019s taking place on televisions and in newspapers in almost every major market in the country the past couple weeks. Saying good-bye to venerable names like Marshall Field\u2019s, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-509","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/509","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=509"}],"version-history":[{"count":1,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/509\/revisions"}],"predecessor-version":[{"id":510,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=\/wp\/v2\/posts\/509\/revisions\/510"}],"wp:attachment":[{"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=509"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=509"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.kenbanks.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=509"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}