Thanks for the question, Daniel! Hope all is well, my dude.
I’ve met many Macy’s employees at events hosted by fashion trend analyst companies like WGSN and Edited, so it’s evident that Macy’s has been paying attention to customer data. How should Macy’s talk to millennials without alienating older women? Talk to BOTH consumers, individually.
The problem is that us millennials consume information differently than our predecessors. We don’t walk into malls anymore (and the whole retail real estate bubble is a whole OTHER topic). The ‘One Below’ floor at Macy’s Herald Square may have “millennial” content, but it’s still packaged in the context of a mall. Content is king, but context is queen. I’m sure most of your friends would rather shop downtown or at the next upcoming Brooklyn neighborhood.
Case + point: Macy’s was on my radar recently when I heard they had the exclusive launch of Diddy’s throwback ‘Bad Boys’ collection. I was expecting a nostalgic lookbook, an extensive product rollout plan, maybe some “influencers” (I hate that word) wearing the goods. I went on Macys.com (first time in easily 5+ years) and experienced a glitchy product page. The website wasn’t responsive, and the site felt stale. That product embodied such rich history, but to me it felt like a super lack-luster release.
With direct-to-consumer brands like Everlane educating the masses, the cost of clothing is so transparent these days. I can’t speak for every millennial, but I want to buy into a story. A shirt or jersey has to have some greater perceived value for me. If I’m just buying a shirt for the sake of owning a shirt, why would I not just buy a cheap one from Amazon or Uniqlo?