OBSERVATION PAPER: MACY’S STORE 4
ObservationPaper: Macy’s Store
ObservationPaper: Macy’s Store
Thestore visited for this paper is a Macy`s store, a fashion andclothing franchise line. The store stocks and sells products thatappeal across the divide of all ages. However, the store is sensitiveon the youth consumerism and has a number of strategies and messagesto appeal to this demographic. According to Macy`s Store (n.d), thestore has a customer base of all demographics, but with the youngelite adults being dominant loyal consumers. The ability oforganizations to capture the attention of the consumers, especiallyyounger consumers are an advantage in the competitive environment(Blackwell, 2006). This is the main reason why Macy`s store includespromotional features and messages for the youth, despite being ageneral store that does not specifically target the youth.
Despitethe sale of cloths and fashion products that appeal across thedemographics, the store makes deliberate efforts to appeal to parentsand children as well as the teenagers. The store has promotionalmessages that target the parents through the appeal of the children.For instance, the store includes gift packs for some of the productsit sells, targeted to parents, while the gift packs targets thechildren and teenagers. In addition, the store tries to appeal to allgenerations through their promotions and arrangements at theirpremises. Even though the physical arrangements of fashion productsat the stores are highly appealing, they are able to establish anormal attraction of the attention of both the old and the young.
Consumerismplays a significant role in the life of the youth in modern marketingand consumption environment. Consumerism protects the youth fromuntruthful and extremely appealing promotional messages from storesand suppliers. Moreover, consumerism gives the youth awareness todifferentiate the extremes of promotional messages by the stores andtheir consumption needs. To the young people, consumerism means themeasures that the government and consumer agencies put across toprevent them from getting fancy and extreme information on productsit means this because they do not understand the need for theirprotection from stores and manufacturers. In relation to the Macy`sStore, their promotional messages reflect what they really sell anddo not exceed the limits of consumerism.
Thestore seems to affect the youth through the life aspect of fashion.As a fashion store, the store stands at the main aspect of life thatdirectly relates to the modern youth. According to Foxall (2005), themodern consumer, especially the young people change their tastes andpreferences as the fashion and trends in the market changes. Throughthe understanding of the changes in the market trends and thepreferences of younger people, stores have strategies and promotionalplans that are targeted at getting the choice of the trendy agegroup. Therefore, the store tries to appeal to the youth by stockingproducts that are meant to attract the young people.
Thestores are designed, attractive messages to the youth to woo them tothe stores. In particular, the stores prepare messages that linktheir products to the activities for the youth. For instance, theyuse sports people to label their fashion products, so that theclothing lines can invoke the love for various sports loved by theyouth. For Macy`s store, it uses models to advertise their products.This way, the youth cannot escape the coolness appeal that comesalong with the messages.
Blackwell,M. (2006). Consumer Behaviour(10th Ed.). New York: Thomson Learning
Foxall,G. (2005). UnderstandingConsumer Choice.London: Baingstoke. Palgrave Macmillian,
Macy`sStore,Retrieved From, <http://www1.macys.com> June 2, 2014,