Macys is trying to open smaller location and exit the dying mall situation .
why this wont work is macys is basically devaluing itself for the sake of fitting in to other low rent retailers..
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There needs to be a mix. Mall presence and some standalone locations where they make sense. Combine some sites as a Market by Macys and Backstage. They need to do something to stay relevant.
I think that this is a good strategy! They know that that many people like and prefer the strip malls and power centers. I do believe that the stores they are opening could be tweaked though. Macys are known for their larger stores and selection of merchandise.