Publications
Publications
- June 2016
- HBS Case Collection
Macy's Reinvents Its Millennial Business
By: Boris Groysberg and Sarah L. Abbott
Abstract
Molly Langenstein, Macy’s executive vice president for fashion and new business development, and members of Macy’s senior team were rethinking the company’s approach to serving millennial customers, customers born between the years of 1980 and 2000. To tackle this challenge, a dedicated millennial team was created. The team looked at the preferences of millennial consumers and how those consumers were served by existing retailers. The team moved on to formulate a new market strategy. To date, the team has seen some improvements in sales and market share in its millennial apparel business, but they believe that additional opportunities exist. Was the Macy’s millennial strategy working? What should they do next?
Keywords
Marketing; Marketing Strategy; Age; Organizational Structure; Organizational Culture; Business Processes; Fashion Industry; Retail Industry
Citation
Groysberg, Boris, and Sarah L. Abbott. "Macy's Reinvents Its Millennial Business." Harvard Business School Case 416-020, June 2016.
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