What is the name of Starlight going to be? Is it “Project Smile”?
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Project Starlight is the code name for several to be announced new brands for shoppers between the ages of 30 to 50. These new brands will be introduced in August to replace venerable old brands including Karen Scott and Charter Club.
Macy's has a problem, we aren't attracting younger middle aged shoppers, but you don't fix that by walking away from customers over 50 who have been faithful shoppers and absolutely love these old brands. It also doesn't make a whole lot of sense that we exited these brands in May and won't see the new brands until August (we used to have some of the best merchant and planning teams in the industry, what happened?).
How do you plan to walk away from millions of dollars in business for a quarter of the year by simply choosing to stop buying for a whole segment of your customer population? Not sure who's bright idea project Startlight was, but in stores we are so tired for asking for merchandise that our customer crave only to be told to "sell what you have". Tell that to our plus sized customers trying to fit into a missy sized item.
The economy is tough and we sell affordable luxury, but it doesn't help when we continue get in our own way buy ignoring customers who have been loyal shoppers in an effort to get more new customers.
What is this starlight all about ? We had someone taking pictures and measurements for this starlight.
When it doesn’t work, they will simply rename in in Latin like Polaris
I was under the impression that Project Smile and Starlight were 2 different brands. But it looks like Starlight is the name, according to the docs in the portal
Yes project smile is when you loose your medical benefits and your teeth fall out..