In the shrinking department store sector, Macy’s has become ubiquitous by buying up much of the competition and becoming an 800-unit national brand. In the process, some of its strategies have become controversial, among them removing venerable regional nameplates like Marshall Field’s and Filene’s, and creating a field organization for localization called My Macy’s, which is geared to tailor the assortments in local communities based on the needs and demands of the individual stores. Time will tell if the strategies were the right ones. Macy’s has been successful with its growing offer of exclusives including Tommy Hilfiger and Martha Stewart, as well as private labels such as INC, which executives frequently cite as pacing the overall business.
January 25, 2010