Macy's: The magic of hope
JWT
SUMMARY
This is the story of a brand that has been at the center of American culture for over 150 years. Even the most storied brands face difficult times.
In 2009, Macy’s was approaching the holiday season under stress. It had been a tough couple of years faced with increasing competition and the effects of an economic crisis that was rattling consumers. Swift action was needed to resuscitate sales for the all-important holiday season and many competitors were relying solely on price slashing to bring customers to their stores. But as the premium brand...