Macy's Has A New Focus
Macy's launched a transformation about three years ago, when management introduced the “My Macy’s” localization program where the company tailors merchandise assortment in every store location. The company is focusing on Millennials with new merchandise assortments. Macy’s departments are refocusing their assortment to offer fast-fashions, making shopping more exciting for these customers. The company identified the 18 to 30 year old customer as looking for better merchandise while the 13 to 22 year olds are looking for new products. This is a concerted effort by Macy’s to fight competition like H & M, Uniqlo or Forever 21.