Decoding Consumer Categories and

Brands

Apoorv Dixit 014 | Gurkiran Kaur 029 | Himanil Singh 032 | Suman Kundu 081 | Sushant Sharma 082
C ategory
History of Departmental Retail

16-1700’s 1878 1909 1950’s

Competition from Single

Industrial Revolution Industrial Revolution Selfridge Revolution
Store Retail

As the Industrial Revolution Selfridges was established in By the 21st century, the grand
In 1878 a New York Times
accelerated economy 1909 by American-born Harry Paris department stores had
headline announced "The
expansion, the affluent Gordon Selfridge on Oxford difficulty surviving in the new
Great Sixth-Avenue Bazaar;
middle-class grew in size and Street. The company's economic world. In 2015, just
Opening Day at Macy & Co.’s
wealth. Urbanized social innovative marketing four remained; Au Bon
– A Place Where Almost
groups, sharing a culture of promoted the radical notion of Marché, now owned by the
Anything May Be Bought."
consumption and changing shopping for pleasure rather luxury goods firm LVMH;
fashions, were the catalyst for than necessity and its BHV; Galeries Lafayette and
the retail revolution. techniques were adopted by Printemps.
modern department stores the
world over.
 Evolution of Departmental Retail

The industrial Beginning

The title of the world’s first The Father of modern

department store belongs to departmental stores
Harding, Howell & Co’s Grand
Fashionable Magazine at 89 Pall
Mall in St James’s, London. The era of visual merchandising
Harry Gordon Selfridge had
It was focused on the needs and distinguished himself at Marshall
desires of new middle-class and Field’s department store in Chicago,
fashionable women. Here women which remained a landmark in the
were free to browse and shop, city until Macy’s bought it in 2005. With their brilliant use of electric The threats in 21st century
safely and decorously, away from lighting – something Mendelsohn
home and from the company of Opened in 1909, Selfridges offered had learned from the look of
men. John Lewis and Whiteleys bedazzled customers a hundred American city streets at night –
departments along with restaurants, bold architectural graphics and The threat of the shopping mall
were other notable names from the
a roof garden, reading and writing photogenic forms, the Schocken coincided with a global acceptance
same time.
rooms, reception areas for foreign stores were admired by a new of the internet, personal computers
visitors, a first aid room and, most generation of European architects and smartphones – the rise of
importantly, a small army of and castigated by the Nazis, who online shopping.
knowledgeable floor-walking came to power in 1933
assistants. Against the odds the department
store has survived.

SOURCE: http://www.bbc.com/culture/bespoke/story/20150326-a-history-of-the-department-store/index.html
Dynamics of Departmental Retail

Factors that affect it the most:

Issues that Departmental Retail usually grapples with:

▪ Disposable income.
▪ Indian consumer has found a new mode in online retail.
▪ Most of the stores are now targeting the masses so it is
▪ With added return policies in the online store people have
difficult to create a niche for premium clothing.
become less reluctant to buy fashion online.
▪ Increasing interest of consumers when it comes to buying
▪ With every household having both the members working it is
fashion online.
more feasible to order online and save time.
▪ High end products are now available as well as popular
▪ Window shopping is much easier online.
online.
▪ Impulse buying is a huge factor in sale of online retail.
▪ With increasing online offers the user base is expanding.
B rand
 The business of Macy’s
Macy’s Industry Role in Life

▪ Founded - 1859

▪ Number of Stores - 669

To be the one-stop shop, which is designed to
Department Store/ Specialty Retail Store satisfy a range of retail requirements within a
▪ Areas Served - USA, Puerto single location, convenient, efficient and as
Rico, and Guam rewarding as possible.

▪ Key People - Hal Lawton,

Managing Director
T arget Group
 Target Group

▪ Demographic:

▪ Top 10 metroes and Tier 1 cities

▪ SEC A1,A2,B1,B2,B3

▪ Age group – 16- 35

▪ Gender – Male, Female

▪ Behavioral/Psychographic

▪ Motivation – Extrovert primarily

▪ Heavy Users of Trendy products

▪ Life cycle stage – Early Jobbers, SINK, DINK

I nsight
 Cultural Tension
▪ Age doesn’t matter, but dressing rightly for it does.
▪ The elderly of the society are expected to wear the most
basic of clothing as they are not supposed to be
open-minded.
▪ Magazines and blogs are flooded with articles on “How to
dress your age”.
▪ While aged social influencers like Milind Soman or Mr.
Bacchhan are appreciated when they dress out of
conformity, yet when the elderly in our own society try
doing the same, they are restricted from doing so.
▪ Now, no matter what one is doing, one has to look the
part. Be it the office professional, the idealistic child, the
party starter or the star.
▪ Society becoming more liberal in terms of the roles
played by youngsters i.e. enabling them to pursue
something which is more than a typical 9 to 5 job
▪ The growth of social media has influenced the
millennials of the society to become more conscious of
their presence online, thus they now dress to impress
and show off amongst their peers. Therefore for the
same they need to constantly reinvent their look.
 Cultural Tension

▪ As individualistic natures are coming to the forefront, the
meaning of vacation has changed from the typical family
holiday to backpacking through the mountains and
escaping from the city life.
▪ These kind of escapades increasingly are establishing their
presence and will soon develop into a proper associative
identity type. This identity would thus require its own
appearance i.e. clothing style.
▪ Brands have started moving into omni channel retail,
attempting to tap into the online fashion market space.
▪ Brands establishing their presence on all levels be it
OOH, print or even social media. This has led to the
consumer being constantly exposed to the brand
advertising thus subconsciously being driven towards
purchasing its products.

▪ This style is slowly coming to shape with brands like

Buffalo and Wildcraft increasing their brand presence.
 Insight

“Millennials want to express themselves but don’t find trendy - quality clothes at affordable prices”

Millennials are expressive and want new things Their Price –spec notion is very high
B rand Direction
 ART Framework

The Pressure : Trendy and quality based clothes needed at affordable prices

▪ Act – Create ATL/BTL content and get famous youth icons to promote the message - being trendy and different is ok !
▪ Reject – Create an experience on the Next website with high quality immersive content that shows being different is good and
create transactional advertisement with “Price” as the primary feature.
▪ Twist – Create a youth anthem for being different and showcase the statement “Make your Next move, differently” by creating
experience centers in offline stores and immersive content online on the website.

By using the elements of Attribute, Benefits, Voice and Moments, we want to make a Brand proposition for Macy’s Next : We don’t sell
clothes, we make trends happen.

Brand statement:
“Be Trendin ...”
A mplify Platform
 Hero

Digital shopping with Macy’s

We will start a media campaign on the theme highlighting the experience with an aspirational voice over (90 seconds videos). The ad
would depict the evolution of the brand and their constant evolution with customers changing needs.

Medium:Facebook, Instagram, Youtube, Television

 Hub

DIGITISATION AT STORES:

Post creating an omnichannel experience we would identify workable processes that can be digitalised at the store. We propose the ideas of
NFC enabled automatic checkouts .
To amplify the cause of omnichannel we will make web series or else do brand collaboration with a widely appreciated sit come with globally
renowned a listers and carry a series of product placements in the web series
 Help

Seamless Online and Offline Integration:

Omnichannel presence with seamless integration of online and offline. The brand awareness would be increased with inculcating digital
devices with shopping in bricks and mortar giving birth to bricks and click retail at Macy’s.
F in