The brand positioning of Macy's

Macy’s Brand Positioning

The store unveiling comes just months after Federated Department Stores Inc. converted local chains it recently bought, including Filene's, into the Macy's brand it already owned. With the launch of a national advertising campaign last fall, the 800-plus Macy's empire has attempted to appeal to a well-heeled customer with upgraded merchandise and enhanced store designs. In the retail hierarchy, Macy's is considered a middle-market department store chain, above Kohl's and J.C. Penney, but below Nordstrom and Neiman Marcus.