Much has been written about Macy’s brand struggles and its 100 store closures ahead of the 2016 holiday season. Among the observations being made:
- Macy’s may be a “harbinger of weakness” for the retail industry.
- Macy’s isn’t doing enough to appeal to millennials.
- Discount chains, outlet stores, and online retailers continue to upstage traditional retailers.
Here’s the real question, from our point of view:
What did Macy’s know, and when did the brand know it?