WEEK3
With Macy's being Marketed as the All American Department store, it is very difficult to attract every single customer from the Baby boomers to the millennial age groups. Currently, Macy's main campaign is the "Americana Push". I discussed this theme last week in my current event. This campaign was started as a reaction to JCPenney and Lord & Taylors Red white and blue theme along with implemented due to independence day on the horizon. Personally I believe this campaign is a good idea at the moment. To celebrate America, american icons, and people who make this nation great is a perfect focus for the summer month. However I can see it having future issues in the millennial generation (who is more conscious in the 'Made in America' tag). With the loyal customers being Baby boomers and generation X, there are no problems seen thus far in their campaign due to the lack of 'Made in America' concerns by these two age groups.
As stated previously, Macy's main goal is to be the All American department store. Its job is to appeal to every single market, at every age, and at different price points. Though their target customer is everyone, their main customers are primarily older clientel between the mid 30 to late 60's. These clients are typically set in their ways and are always price conscious along with shop with coupons. The customer also has a an average income and are typically family oriented. However Macy's has been slowly attempting to reach the "white space" of the marie which are the us, "the Millenials".
To reach the Millenials, Macy's would have to do a full on marketing campaign directed completely towards Social Media. Instagram, Pinterest, Tumblr, Facebook, and Twitter should all be the first sites Macy's should focus on. They should also Make their website more user friendly and trendy. Macy's should also advertise in Fashion Magazines like Vogue, Nylon, Harper's Bazaar, Elle, or InStyle, showing off their new trendy looks in a very hip and new way. And finally Macy's would also need to redo their store by creating an area within the store that is eye catching and stands apart from the normal old person's look.
This week I made a mistake and accidentally bought the wrong shorts during a competitive shopping trip. After realizing the mistake, I told my supervisor, offered to take it back and make the exchange, and come back right after. My boss was happy that I owned my mistake and gave me some words of wisdom - "Everyone makes mistakes, but don't call them mistakes…. call them learning opportunities."
I have learned a funny part of office politics. Everyone refers to the CEO of Macy, Terry Lundgren, as "TL", and people within Macy's who are close to him will actually call him that nick name. I have also learned so much this week that my 200 page note book is already almost 100 pages through. I have learned how to create a DP Tool, blow out a style tracker, and create master contracts of 100,000 of dollars of orders for vendors across the country. I have also successfully presented a sales presentation to the director of menswear, and she was so impressed that I was able to present it to the design team along with my thoughts and opinions on the coming season.
I think the most humorous thing that happened this weekend was when my roommate fell down the stairs at our apartment. At first it was scary because I thought she was going to fall right on top of me when I heard her hit the ground in front of me but her galaxy bruise on her butt is hilarious, and she was such a champ afterwards.
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