Its utterly massive flagship store in Manhattan's Herald Square isn't there just to sell product.
It's an "entertainment playground."
There may be a sale, or there may not be, but that's not all Macy's cares about, she said.
"I believe that our main DNA is to sell product — to sell fashionable products," said Reardon. "But that's a dime a dozen."
For instance, the Macy's Thanksgiving Day Parade is a huge deal for Macy's, helping attract fans of all ages and demographics.
Then there's the midnight opening of the flagship store on Black Friday, when frenzied shoppers line up for hours to be a part of the fanfare. While lots are there to buy Coach and Michael Kors bags, some are there solely for the experience, and leave within an hour.
"That's what makes us an entertainment brand" she said.
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