At Macy's, the Many Colors of Cash

摘要

Terry J. Lundgren, Macy's chief executive officer, has research showing that more than half the people in the biggest Macy's urban markets-including New York, Los Angeles, and Chicagoare Hispanic, African-American, and Asian. The chain already uses various tactics to woo minority shoppers, such as its deal to sell an exclusive line from rapper-turned-clothier Sean "Diddy" Combs. Coveting a deeper relationship with minority customers, Lundgren decided to seek out mom-and-pop retailers already serving minority consumers and get their products on Macy's shelves.