Case Study

Could Macy's bring back the magic?

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Introduction

Macy’s Company is one of the biggest retail companies in the United States of America. It serves a number of states and has many stores. The company operates with different private labels which help make it competitive. One of the most competitive labels is the Charter Club which mainly targets women between the ages of 30 to 60 years. In this case study, I will recommend to the company on how it should expand its Charter Club private label assuming the role of a consultant to the company.

As enlightened in the cases study, the m

As a consultant of Macy’s Inc., there are a number of things which the company can do to expand the Charter Club label. The main target market of the Charter Club label is usually the All American women who appreciate style and comfort as one thing. Most of the things which this label offers are sportswear, intimates, bath and bedding, jewelry, accessories and many others thus deepening the loyalty of the customers through offering thing these many diversified products. The age brackets targeted by this private label is usually women between the ages of 30-60, most of whom are married with families. These are also mostly educated to at least college, with an average salary of $60, 000 and also living in the suburban areas. Though these women are abit conscious of what they wear and also conservative, they enjoy shopping for themselves and also leisure for the family and her. This is thus the typical target market for this private label of the Macy’s.

In order to expand the charter brand, one should first understand the nature of this label, its main targets and also the age brackets of those who have been targeted by it. This has been done in the previous paragraph. In order to promote this label, I would advice the company to focus in a larger market and not just those at the ages of 30 to 60 years. It is quite evident that, the...