We should focus on becoming relevant to the US public and revive a stagnant brand. This is the most important task. Once we become relevant and get people talking about us, everything else will follow.
All these projects we have to push revenue by a few million is similar to swimming upstream, fighting for dollars every single minute. Makes us look incredibly desperate, unorganized, and pitiful.
Rebranding, changing values, culture, deeply understanding who we are, and sticking to it across everything we do. That’s what we need. Think how Abercrombie turned around their business, it wasn’t done by running sales. They revived a dead brand. This is the same shift we need.
A strategy to sell more is NOT a strategy. F50 is NOT a strategy. Those are solution options. What is our strategy? Who are we? Who do we want to be in the minds of the public? How do we want to be perceived? How do we break the “place for my grandma” stigma? The customer doesn’t care about all the things we do if their mind still thinks: macys = grandma.