This marketing effort is centered on what Macy’s says is its role as a fashion destination and relies on its own store employees to serve as micro-influencers — a role department stores have arguably had, to varying degrees of success — for eons.
After recently refusing to split off its digital operations amid activist pressure, Macy’s may also be eager to show investors the importance of its omnichannel approach. Its press release amplifies its voice from the C-suite, featuring a statement from Macy’s chief brand officer Rich Lennox, and emphasizes its turnaround strategy.
