1. do you think that this move by Macy's helped bring millennials into Macy's stores? 2. why would Macy's want to focus on millennials? 3. provide ideas of how inventory would be different if Macy's were targeting baby boomer generation instead of millennial generation? 4. what are the downsides to carrying private labels?

Case Macy's Adapts to Changes Because the Millennial market offers retailers a large market for development, clothing retailers focus on this market segment. This market segment is often indecisive in their product choices and they follow fads and fashions more than other market segments. Because of this, buyers at fashion retailers must assess the market and create a merchandise mix that is acceptable. In 2012 Macy's announced and outlined a plan to select and stock clothing lines much faster than previously done. The system targeted purchases made by the Millennial Generation. In addition to creating a faster system for ordering and stocking, Macy's also deepened their brand assortments. The new policies were in line with the My Macy's initiative that was started to entice and hold millennial shoppers. This system allows regional stores a better ability to cater to local tastes. Over time, My Macy's evolved from localization to personalization. 2015 and 2016 were tough years for Macy's. There was a labor slowdown in West Coast ports, the 2015 winter was warmer than expected which impacted sales of cold-weather clothing, and international tourist traffic was down. The company closed 41 underperforming stores in 2015 and 69 in 2016. Part of their plan is to reduce expenses and tighten spending so the company can focus on growth initiatives. As of January 2017 there were 731 stores In 2016, Macy's announced it was opening Macy's Backstage, an outlet store located within some Macy's stores. To stay relevant the company hosts special events such as the Macy's Thanksgiving Day Parade, flower shows, fashion extravaganzas and celebrity appearances. The company continues to evolve the way it interacts with customers. Their websites and mobile apps have improved their functionality and merchandise offerings. In addition, Macy's is a leader in developing private brands which include Alfani, American Rag, Bar III, Charter Club, Club Room, First Impressions, Giani Bernini, Hotel Collection, Ideology, L.N.C International Concepts, JM Collection, Maison Jules, Martha Stewart Collection, Material Girl, Style&CO, Tasso Elba and Thala Sodi