Macy's. Redefining the role of the department store.
With the growth of mass-market discounters, and the cultural acceptance of cheap chic fashion, Macy's had found itself squeezed in the middle between Target and Nordstrom. Comp store sales were diving, as was the stock price.
In a collaboration with our brand strategy partners at roundpeg, we defined a clear lane for Macy's. One that brought authentic brand names to a customer-friendly price point, but that also called the discounters on their designer knock-offs and low quality merchandise.
Our "bring on the good" position was used as the platform for the long-running "Magic of Macy's" campaign.
In the two years following the launch, Macy's same store sales increased 12.4% in what Chain Store Age called one of retail's "remarkable recoveries."
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