Macy's Story Doesn't Have a Happy Ending

By closing nearly half of the curated store-within-a-store Story boutiques it opened, Macy's (NYSE: M) is indicating its attempt to attract younger consumers isn't working out as planned.

In theory, changing the boutique every month or so with new themes, merchandise, and looks ought to keep bringing customers back to see what's new and exciting. But in reality, it doesn't match with how today's consumer is shopping. Macy's business is in a spiral and needs a cohesive plan to help it regain its bearings.

Macy's flagship store in Manhattan. Image source: Macy's.

Source Fool.com