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  • Can One Below attract the consumer might of Gen Y?
  • Can One Below attract the consumer might of Gen Y?
    Salvation Army USA West, Creative Commons (2015) ©
CASE STUDY

Macy’s One Below: bringing Gen Y back to the racks

As older Gen Yers achieve stability in their personal lives and careers, they’re finally reaching their peak consumption years. Facing stiff competition from online retailers and fast fashion giants, Macy’s is hoping to bring these shoppers back to the racks with new concept store One Below.

Location United States

Scope
Entering their peak consumption years, Gen Y are drawing huge interest from retailers. Representing 27.5% of the US population, they spend $600 billion a year on retail purchases. [1][2] Facing stiff competition from online retailers, big box stores, and fast fashion giants, department store Macy’s is hoping to bring young shoppers back to the racks with new concept store One Below.

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