3. - Loss of loyalty (poor customer service) - Layout of merchandise - Bombardment of sales WEAKNESSES

4. -Leverage brand awareness - Shift brand perception from sales OPPORTUNITIES

6. (video of Lovers + Haters!)

7. COMPETITION Discount retail stores: Designer retail: Specialty stores:

8. - Like keeping up with Joneses - Appearances mean something to them - Purchases portray personal success achievements CONSUMER “ Brand Bargain Shoppers”

9. CULTURE

10. (150 years video) The Macy’s experience is not what it used to be.

11. MACY’S TODAY -Macy’s has always been a department store where confidence plays a main role in the purchases. -Due to the large volume of sales events and poor customer service, the perception of Macy’s has become indistinguishable.

12. BRAND IDEA Shift the perception of Macy’s from sales to communicating confidence

13. - Reintroduce Macy’s to the 21 st century shopping experience, the landscape has changed since the 1950’s - Modify aesthetics of visual merchandising in-store without eliminating the sales aspect - Consistency in customer service THE PROPOSAL