It's no secret that Macy’s has lost some sales and market share in recent years. What's more a mystery is where those shopper dollars have gone.Retail analyst Deborah Weinswig, founder and chief executive officer of Coresight Research, puts forth some answers based on a survey of U.S. consumers who said that they shop less for apparel at Macy’s than they used to.Among the key findings:
Less than half of the consumers surveyed switched some or all of their apparel spending to Amazon. Among respondents who spend less on apparel at Macy’s than they used to, 53 percent of Amazon Prime members said they have switched spending to Amazon versus just 22 percent of those who are not Prime members.
T.J. Maxx/Marshalls, Target, Kohl’s and Walmart have gained meaningfully at Macy's expense, but not as much as Amazon.
Thirty-seven percent of the consumers surveyed indicated apparel is less of a spending priority than three years ago.
Weinswig surveyed 401 U.S. Internet users ages 18 or older who spend less of their clothing and footwear budget at Macy’s now than they did about three years ago. The survey took place from Jan. 18 through Jan. 24.Weinswig points out that Macy's saw a 410-basis-point decline in sector share as annual revenues declined by $3 billion between 2012 and 2017. This volume decline can be partially attributed to store closures along with market share loss. Only struggling Sears has seen a comparable decline in sector share, according to data from Euromonitor International.However, it should be noted that Macy's has been fighting back, with a new management, new marketing and stepped-up efforts to find new formats and experiences for consumers. That involves rolling out its Backstage off-price format, bringing in new technologies to make shopping and returns easier, searching for licensing and leased shop agreements to provide fresh merchandise as well as categories where Macy's lacks expertise, exploring new technologies and seeking exclusive merchandise including designer collaborations.
Of those participating in the survey, 26 percent said they spend less of their apparel budget at Macy’s than they used to or have stopped shopping there altogether; 24 percent spend the same at Macy’s as they used to,and 5.5 percent said they now spend more at Macy’s or have started shopping there. The remainder of the respondents indicated they don't shop at Macy’s.
"In terms of gaining share of apparel spending when shoppers switch from Macy’s, T.J. Maxx/Marshalls is in second place after Amazon, while Target is in third place and Kohl’s in fourth," Weinswig indicated in her report.
She did take a swipe at eBay, indicating that her data suggests that eBay "is now largely irrelevant in terms of midmarket apparel shoppers."
On the other hand, "value-positioned Old Navy is the only specialty store named in our survey that has captured a meaningful share of respondents’ switched apparel spending."
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