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macys notes - Macys Case Notes Week 3 Jessica Gahtan...

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Macy’s Case Notes Week 3 Jessica Gahtan 1 Summary -­‐ Develop Macy’s as national brand -­‐ Capitalized on pre-existing recognition -­‐ Consolidated other stores- allowed for maintaining business rather than starting from scratch -­‐ Prime locations -­‐ Strong Management -­‐ Department stores created for ‘one-stop shopping’ -­‐ Market share of traditional department store: 30% in 1950s and 7% in 2010 -­‐ 2010- ROE = 9% (desirable @15%) -­‐ Women primary customer base, aged 25-55 -­‐ Focused on conservative, traditional fashion -­‐ National brands Repositioning -­‐ Federated Department Stores looking to develop Macy’s as national brand -­‐ Consolidated 810 department stores from 15 different chains across US -­‐ Allowed for national advertising and national brand -­‐ Lowered cost structure Strategy -­‐ Consolidated = Lower cost -­‐ “America’s Department Store” -­‐ Affordable – above mid-level department store, below higher end -­‐ Fashion v demographic -­‐
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