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  • Macy’s woos the Gen Y wedding market
  • Macy’s woos the Gen Y wedding market
    Harry Nguyen (2011) ©

Macy’s woos the Gen Y wedding market

Making up just over a quarter of the US population, Gen Yers spend $600 billion a year on retail purchases – with 75% of them still made at brick-and-mortar stores. Macy’s now wants these shoppers to say ‘I do’ to its expanding wedding business, which it looks to roll out across 150 stores.



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    Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?