"Macy’s has said that it has too many stores, in too many underperforming locations. It’s closing 100, and no one should be surprised if that number grows in future years.É como o erro humano, a culpa é dos clientes, algo que nos absolve de nos responsabilizarmos nós mesmos pelo que nos acontece.
Macy’s has also blamed what it calls “changing customer behavior.” That’s code for the rise of Amazon.com and the adoption of e-commerce shopping in general. It’s also the idea that a new generation is spending more money on experiences over physical goods.
But while Amazon has certainly had a hand in Macy’s struggles — and we’ll get back to this in a bit — Macy’s should look within, first, for the cause of its current predicament.
Prior to the rise of e-commerce, Macy’s could get away with some of this. But you can now buy the same stuff in lots of places — whether from Amazon or a brand’s own website. Comparing prices has gotten infinitely easier, too.
[Moi ici: Recordar as fiambreiras e Bruce Jenner] In stores, it’s trying to go upmarket and downmarket at the same time. [Moi ici: Pois ... stuck-in-the-middle]
It announced a new store concept in 2015 called Macy’s Backstage, an off-price outlet meant to compete with popular discount retailers like T.J. Maxx, Nordstrom Rack and Marshalls.
At the same time, Macy’s said in 2015 that it was going to add upscale merchandise to its top 150 stores. Being in the middle is tough.
The middle is definitely tougher with Amazon aiming directly for your business — what with a huge, and growing, selection of clothes and accessories and plans to build a bunch of its own brands in-house. By some estimates, Amazon will pass Macy’s in clothing sales this year.
The bottom line, however, is that Macy’s stores, by and large, have looked and felt the same forever. And in digital, Macy’s has long been on the defensive."
segunda-feira, janeiro 16, 2017
Tantos "Mea Culpa" por fazer...
E esta frontalidade? "Amazon didn’t kill Macy’s. Macy’s did.":