Find in the news:
BY COUNTRY

Macy’s Bets Big On Backstage



Off-price retailers continue to hold considerable sway with today’s savvy shoppers.
The secret has been out for some time that you can find tremendous deals at these establishments without sacrificing quality, and that’s a big part of what leads shoppers to keep coming back. You never do know what you’re going to find as stores such as TJ Maxx, Ross Stores, or Burlington Coat Factory, and retail behemoths have gotten wise to that concept. As Retail Dive shares, one of them is even in the midst of making some noise in this sector of retail in a big way. 

Macy's Backstage

Macy’s has been quietly rolling out its store-within-a-store off-price concept, Backstage, and the early returns are promising. More are on the way, and we can count Ken Morris, co-founder, and principal of retail consulting firm BRP, in the camp of those that think Macy’s is onto something.    

"Because I believe that it will generate business for the traditional stores. Traffic is down across the board in these department stores,” he told Retail Dive in an interview. “They need an idea that will generate traffic. This is just one. They have to create this theater of shopping. ‘Treasure hunt’ is part of it."

Backstage has already debuted in markets such as Philadelphia, Atlanta, and Memphis, and the company plans to have more than 40 locations by the end of 2017. Macy’s CEO Jeff Gennette noted on a call with analysts earlier this year that the company is mindful of the pitfalls that come with the new concept, but the obvious benefits outweigh that.  

"We had excess space where we could add the Backstage idea, and so then we started to play with what the offering would be," he said. "And we were cautious about cannibalization, making sure that what we put in the Backstage section of that store wasn't just cannibalizing what was on the full price side."

Shelley E. Kohan, vice president of retail consulting with RetailNext, notes that Macy’s can tap into the treasure hunt mentality displayed by many shoppers quite quickly with the new brand. 
"The pricing strategy has to be crystal clear — they can’t guess if is this going to be cheaper tomorrow," she said. "Part of model of the outlet business is to make sure people say, ‘Oooo, what’s coming in today?’"

Macys Backstage Mall

Backstage is already generating a ton of buzz, and that’s even more intriguing when you consider this nugget offered up by Michelle Israel, Macy’s senior vice president of off-price retail. 

"We haven’t activated the marketing plans for Backstage yet, so it’s too soon to tell. What we do know is that the Macy’s Backstage shopper is fashion savvy and cost conscious,” she said. “She enjoys the thrill of the hunt and is always excited to return - at least on a weekly basis - to find new and exciting items to shop."

Related shopping malls and stores:

More about shopping malls in the USA



TODAY, India:
Crocs has entered into a strategic partnership with Apparel Group India.
YESTERDAY, USA:
Italian luxury brand Brioni has expanded its presence in Texas with the opening of a new store in Houston.
DAY BEFORE YESTERDAY, Canada:
Best Buy Canada is set to make a significant expansion into smaller communities across Canada.
Jul 9, 2024:
Forever21 initiated its exit from Colombia by shuttering its flagship store in Bogotá.
Jul 8, 2024:
Migiboy Tekstil secured over 90% of Naf Naf's workforce, retaining 100 directly-operated shops and 51 affiliates.
Jul 5, 2024, Canada:
Global online fast fashion giant is set to captivate Montreal with a chic pop-up experience.
Friend
and Follow
Plaza Singapura GLA:482 311 SF
ADDRESS: Plaza Singapura, 68 Orchard Rd, Singapore 238839
Singapore . Singapore
Plaza Singapura
I Viali GLA:452 084 SF
ADDRESS: Via Dei Cacciatori 111 - 10042 Nichelino TO - Piemonte
Italy . Torino
I Viali
Designer Outlet Malaga GLA:322 917 SF
ADDRESS: 29004, Málaga, Spain
Spain . Malaga
Designer Outlet Malaga
Mall of Scandinavia GLA:1 087 155 SF
ADDRESS: Evenemangsgatan 11 169 56 Solna
Sweden . Stockholm
Mall of Scandinavia


Edit text

Dear visitor!
If You wish to add appropriate information to this description, please make changes in the text below and they will take effect after being verified by Malls.com administrator.

SAVE CHANGES
ADD PHOTO

Dear visitor!
If you desire to add more photos to this description, please upload them and they will appear on the page after being verified by Malls.com administrator.

CHOOSE PHOTOS
SAVE CHANGES
Sign in Malls.com
Sign in please, if you already have an account

Registration



Error filling
Error filling
Error filling
Error filling
Thank you!
You will receive e-mail with registration data shortly. In email you'll find link, confirm your account by clicking on it, please.

Malls.com Team
Thank you for message!
In the near future you will be contacted the manager
for further details.

Malls.com Team
Good mall, bro!
In the near future you will be contacted the manager
for further details.

Malls.com Team
We are dissatisfied with you :-(
In the near future you will be contacted the manager
for further details.

Malls.com Team

Write to us