Primary File Info
Macy’s Inc.: Redrafting the Brand Architecture
Lamb, Amanda M., Elston, Lauren P., O’Rourke, J. S. (Editor)
February 12, 2018
Strategy & General Management, Marketing & Sales
Branding, customer loyalty, convertion, customer perception, department store
Macy’s controversial conversion of Chicago’s State Street Marshall Field’s Store is just one of many branding and customer loyalty challenges facing Macy’s Inc. today. After converting over 800 stores nationwide, Macy’s focus is to remain relevant and competitive by managing customer perception of quality as well as reinvigorating the department store experience.