Messi Stores Need More Magic To Reunite Attraction.

According to the world clothing and shoe net, for many Americans,

(Macy 's) is the most classic department store. In 1947, the Miracle on 34th Street, which was released on Christmas day, gave its mythical status 34.

From generation to generation, thousands of festivals

They rushed to the flagship store of Messi store in Herald Square, New York, watching the Thanksgiving Day Parade of Messi's department store, enjoying the festival window, visiting Santa Claus, and buying Christmas gifts.

So it is not surprising that Messi's Macy s Inc. announced the death knell of American department stores on New Year's day until the end of Christmas.

On Wednesday, the bloated department store chain (after a seven consecutive quarter of decline, compared with comparable store sales in November and December dropped by 2.1%) announced that it would close 68 of its 730 stores in 2017 and lay off more than 10000 people (mostly in managerial positions).

Messi stores also began selling one of its most valuable assets, including the stores in San Francisco and Portland.

Last year, real estate sales brought the company $95 million in cash and $56 million in recognized revenue.

But although these measures may save Messi's life in the short term, there is not enough resources to cure the huge wounds existing in the company's business model.

The problem of excessive inventory in Messi's department store is still very serious. Suppliers say that Messi's wholesale mode can not be controlled by himself.

Experience, endless discount sales indeed caused a lot of damage to the brand of Messi's department store, and the sales floor was chaotic and the display strategy was backward, so it was hard to win the hearts of today's consumers.

The retailer said that the restructuring of the company would help focus its focus on growth areas, including Messi's discount brand Macy 's Backstage, beauty makeup retail chain brand Bluemercury (Messi Department acquired $210 million in 2015), and the upcoming Chinese market for e-commerce in 2017.

But these measures are too few and too late.

Its core business has no such inspiring retail concept as the "34 Street miracle". It has no effective measures to please the customers. The future development of Messi's department store seems very grim.

Messi stores have long lost consumers who pursue fashion trends and more flexible fast fashion brands.

More importantly, the great convenience of e-commerce stores has already hit the rationality of retail stores such as Messi department stores and other one-stop shopping malls, reducing the unnecessary friction in many retail shopping.

In fact, research firm Cowen & amp; Company, huge trading platform, and traditional electronic retailer Amazon will replace Messi general merchandise in 2017 to become the best-selling clothing retail market in the United States.

To survive, Messi needs to become more like a landlord. It needs to provide customers with more attractive products, store and online experience, and a better access to brands to control their products (now they are directly linked to consumers through social media and direct sales).

That means opening more store stores, such as the Apple store, which opens flagship stores in the 2016 holiday season.

In a word, Messi needs more magic power to reassemble its past attraction.

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