After understanding the unique buying behaviour of customers and getting the required information through surveys, Macys Inc has to choose, who are the customers that it can best serve based on its resources and capabilities. Walmart 2. Collect the following target market information- who will buy the product? The Use the above information to analyse competitors strengths, weaknesses and core capabilities. Both are two of the oldest retailers operating today. Feel free to connect with us if you need business research. status), what is price sensitivity level? capabilities and growth objectives. For a detailed Marketing Mix and 4P analysis of Macys Inc please go to the Marketing Mix and 4P page of Macys Inc. Strategic planning is the process of developing and maintaining a strategic fit between the organizations goals and capabilities, and its fast changing marketing opportunities. Identify and communicate the meaning of Macys brand. positioning statement and periodically test its effectiveness by collecting qualitative and quantitative data (like And what are customers desired communication modes? Macys provided store fulfillment to 500 stores. Macy's ( M, Financial) is a retail organization operating department stores and online stores under two brands (Macy's and Bloomingdale's) that sells a wide range of merchandise, including apparel and accessories (men's, women's and children's), cosmetics, home furnishings and other consumer goods. Market segmentation surveys are common methods of obtaining the customer-specific (Upper Saddle River, NJ: Prentice Hall, 2014), pp. Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes. Posted by Matthew Harvey on Psychographic segmentations are effective because people in the same demography can have different psychographic characteristics based on individual life experiences and growing up environment. We are here to help. Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate marketing strategies or mixes. This information will help Macys develop customer VALS - A widely used segmentation method that classifies Americas adult population into eight distinctive subgroups: innovators, Thinkers, Achievers, Experiencers, Believers, Strivers, Makers, and Survivors. sustainable competitive advantage, marketing strategy, and corporate image. The degree of personal relevance the product holds for the consumer. Important elements to be included in developing customer - Organizations mission, vision, and the consumer segment fit Is the targeting consistant with the vision, mission, ethos, values and strategic fit of the Macys. Develop the brand identity by building brand salience/awareness. One of the biggest examples of it is the growing emergence of private labels in the retail industry. Most recent surveys suggest that around 76 % students try professional line promotional strategies to achieve its marketing objectives. How different is your offering from competitors? Posted 10:16:41 PM. Horizontal differentiation is when the brand is bought by the customer based on personal preference irrespective of the price and quality features. Sales by Geography Competition By Business Segments Company Profile Industries At a Glance Performance Growth Rates Profitability Valuation Financial Strength Markets At a Glance Stocks Cryptocurrencies Sectors & Industries All their presence on social media also provides a platform for users to connect all over the world. Macys provides store cards and every card holder gets daily and weekly circular about information that they need. Customers who make credit card purchases receive catalogs via emails based on purchase histories. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. Macys Inc can use the principle of cross market segmentation defining and targeting same type of consumers in different markets, strategy in this scenario. - Organizational technical capabilities to cater to a specific consumer segment in the Retail (Department & Discount) industry. If the competition is fierce then there is less likelihood of sustainable margins in long term. US (770) 371-5980. Macys Generic and Intensive Growth Strategies, Net Present Value (NPV) Analysis of Macys, 12711-Enterprise-Products-Partners-Marketing-Strategy, 12713-Philip-Morris-International-Marketing-Strategy, 12719-Capital-One-Financial-Marketing-Strategy, 12707-Northwestern-Mutual-Marketing-Strategy, 12703-Twenty-First-Century-Fox-Marketing-Strategy, 12701-Mondelez-International-Marketing-Strategy. could be addressed with targeted positioning message. Incorporate this Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of Macy's. S.P.U.R. Finally it has to choose both distribution and promotion channels to effectively and efficiently reach to those customers. - Segment structural attractiveness - Presence of core infrastructure to market successfully to the target market. Use of this identifying and weighing the relative importance of factors considered when making a purchase decision or more PRIZM is the geo-demographic segmentation system that combines geographic data with various demographic, consumer behaviors, and other data to help marketers identify, understand and reach their customers and prospects. Lastly, focus on building- behavioural loyalty, sense of community, attitudinal attachment and active engagement They have a strong presence on social media, YouTube as well as their website. (Thousand Oaks, CA: SAGE Publications, 2015), H. Igor Ansoff (1957), Strategies for Diversification, Harvard Business Review, SeptemberOctober 1957, pp. . The strategies will be more effective if the company understands the needs, expectations and attitude of its A detailed competitor analysis can be categorised into the following parts: Macys Marketing Strategy development requires a comprehensive market analysis. - Marketing Resources with competitors If Macys Inc competitors have huge financial resources to deploy for marketing, then Macys Inc will face stiff competition. The product classification is necessary for evaluating the success of Customer-Based Brand Equity in the Digital Age: Macy's can use the following four steps to build a Customer Value Driven Marketing strategy in industry - Step 1 - Market Segmentation Step 2 - Targeting Step 3 - Differentiation Step 4 - Positioning Urgent - 6Hr $59.99 per Page 100% Plagiarism Free On Time Delivery | 27x7 PayPal Secure 300 Words / Page Buy Now 12 Hr Delivery $49.99 per Page (Hoboken, NJ: Pearson Education, 2016), p. 5. - Competition ability to imitate & replicate If the competitors can replicate / imitate the products and services easily then Macys Inc will face strong challenges to defend its marketing positioning. **Temporary pop-up shop opened for 4 months. Whether the distribution will be direct (involving no middlemen), or indirect. propositions (USPs). Macys should analyse why Macys can use the principle of cross market segmentation defining and targeting same type of consumers in different markets, strategy in this scenario. It has been reviewed & published by the MBA Skool Team. investment after identifying the stars in its product lines. Products with low growth but high market share are cash cows that need to be milked for continuous good Euromonitor (2020), " Sector Analysis ", Published in 2020. commonly called buying criteria. University Press, USA. journal of information, business and management, 6(2), 95. - Marketing resources with the firm Does the firm have enough marketing capabilities and financial resources to position the product in the desired segment. CareersVendorsContact InstagramLinkedinTwitter Home About Overview History Store Count & Square Footage Management Team Board of Directors Policies An overall evaluation of the companys strengths (S), weaknesses (W), opportunities (O), and threats (T). Mixed differentiation is when the products and services are differentiated based on numerous criteria that include both features of horizontal differentiation and vertical differentiation. Macys has a personal stylist service to find the perfect look for every occasion. The company will be able to win market share based on discounted pricing. The customer analysis must identify the total market size including current and potential customers that could be Macy's, with the help of market segmentation, divided the market according to the different benefits that consumers seek from the product (Kotler and Armstrong, 2006, p. 191). differentiation justifies the extra price. However, the pull strategy will require the development of a prestigious brand image that could attract Marketing Strategy of Macy's analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). mail campaigns. It will also offer an opportunity to actively interact Jaworski, B. J. Tan, Q., & Sousa, C. M. (2015). the product. The company should also conduct behavioural analysis to identify the psychographic profiles. The customer profiles must have some observable differences. - Strategic fit of Macys Inc As Macys Inc already have numerous products and services, the new products and services need to fit into the strategic fit of the already prevalent value chain delivery model. Macys can take information from different sources to accurately determine the market Macys can Firstly, Macys should clearly define who current and potential customers are? positioning statement that could create a positive image of the offered product in the customers' mind. like usage frequency, benefits sought, usage occasions and brand loyalty. It should decide: Modern customers give high importance to the convenience and easy availability. Following the model shows how The primary reason behind this downturn in revenues is the impact of the ongoing COVID-19 pandemic. For example Blackberry tried to position itself as a provider of high end corporate security. For example, the selection of TV advertising as a promotional strategy will allow the company to target the 718 Words3 Pages. Macy's Inc. has signed an agreement with consumer insight firm DunnhumbyUSA to analyze Macy's customer sales data, develop Step 1 Market Segmentation But, under the recently announced three-year strategy called Polaris, Macy's will close 125 stores and wipe out almost half of the Story at Macy's boutiques along with them. Analyse the market dynamics, customers' preferences and own resources and capabilities. Macys should also monitor the political, legal, regulatory, social and economic A lot of consumers have similar want, needs, and buying behavior even though they are located in different countries, cultures, and political systems. - Corporate image of Macys Positioning of new products should be consistent with the brand image and core competency of the Macys. M Sales vs. its Competitors Q3 2022. This is done to reach out to the group of consumers more efficiently and effectively. Macys needs to position its product in such a way that it creates a distinct image, provides a specific identity / reference point of the product and services in the customers mind. It is important to analyse the emerging market trends, particularly when environmental turbulence is high. Geographic segmentation is dividing the overall market based on different geographic units such as countries, continents, zip codes, states, trading blocks, cities, and neighborhoods. Many marketing experts believe that behavior variables are a good starting point to build consumer segments. Continuous engagement leads higher customer satisfaction rates and high net promoter score. different media channels. The prices for some developing markets are slightly on the higher end owing to shipping costs included. Customer Profiles: One of the most important factors to look at in Macy's operating environment is their customer profile, which consists of the following factors: Geographic area, demographic variables, and 86 "Department Stores in the US."IBIS World. The geographic segmentation divides the market according to geographic areas, like- city, country and region. In the marketing world, lifestyle oriented interests, activities, and opinion, are categorized under psychographic variables. ***Temporary Pop-Up shop opened for the Holiday Season. Maslow (1987), Motivation and Personality, 3rd ed. (Hoboken, NJ: Pearson Education, 2016), p. 5. - Margins in the industry If the positioning strategy is aimed at a segment that cant deliver desired financial returns in long run then Macys should avoid positioning the products for features. - Strategic fit of Macys As Macys already have numerous products and services, the new products and services need to fit into the strategic fit of the already prevalent value chain delivery model. You can contact EMBA Pro for detailed Marketing Segmentation, Targeting, Differentiation, & Positioning Analysis for Case Studies and Corporations, Macys can use the following four steps to build a Customer Value Driven Marketing strategy in industry 171. E. Jerome McCarthy (1960), Basic Marketing: A Managerial Approach - 4P Marketing Classification(Homewood, IL: Irwin, 1960). Macys, Inc. operates department stores under the nameplates Macys and Bloomingdales, andspecialty stores that include Bloomingdales The Outlet, Bluemercury and Macys Backstage. should wisely choose the target segment/segments whose needs and expectations match the companys resources and For a successful Customer Value Driven Marketing Mix, Macys Inc needs to put the customer at the center of the decision making process and then make decisions based on the customer needs and wants, firms financial and technical resources to develop products at certain price. the Marketing Strategy of Macys. marketing expenditure, increase Macys's ability to introduce new products successfully, erect the barriers to new Across our iconic nameplates, including Macy's, Bloomingdale's and Bluemercury, we help our customers express their unique style and celebrate special moments, big and small. McDonough, GA 30253. with customers, develop a personalised relationship and manage e-WOM to get better results. These Develop the positioning statement for Macys Marketing Strategy by answering the following questions: What are the needs and wants of your target market? Macys can follow three steps to conduct customer analysis: Macys can consider following factors when developing the customer profiles: The customer analysis and development of segmentation strategies run in parallel. Measures designed to predict consumers future purchases on the basis of past purchase information and other data, and also evaluate the impact of personalized promotions stemming from these predictions. - Regulatory and other entry barriers - Are there any regulatory and technological barriers that Macys Inc will face if it decides to enter the market. Marketing implementation is the process through which marketing strategies and plans are executed into marketing actions to accomplish strategic marketing objectives. Tesla became successful by building that ecosystem. Mixed differentiation is when the products and services are differentiated based on numerous criteria that include both features of horizontal differentiation and vertical differentiation. (2016). How it serves the customers tangible needs Market by Macy's retail assortment includes a curated selection of the best of Macy's branded fashion offerings mixed with newness from specialty designers. Macys also have furniture, kitchen essentials, home furnishings, dinnerware and luggage. Accordingly, we never encourage or endorse its direct submission, combination of both. Macys Inc 's Business Segments Description The Company operates in one segment as an operator of department stores. However, the risk of Behavioral segmentation divides buyers into groups based on their - attitudes, product knowledge, product uses, and other responses to a product. Macys can use Porters value chain model (as given below) to determine the industrys cost structure. Market segmentation is the process through which Macy's Inc decides to segment the overall market in smaller segments and groups that have similar attributes, buying behaviour, socio economic background, etc. Kroger 4. Feel free to connect with us if you need business research. Measures designed to predict consumers future purchases on the basis of past purchase information and other data, and also evaluate the impact of personalized promotions stemming from these predictions. - Presence of appropriate collaborators to market successfully to the target market Is there sufficient infrastructure available to target certain customer segment. Strategic Direction, 27(1). plan. Development of a Theoretical Framework: An Abstract. like- gender, age, income and ethnicity. High entry barriers show that there will be lesser new entrants in the market. The products with high growth and high market share are classified as stars. Secondly, if the cost of transportation is critical cost in the value proposition delivery then it is prudent to do geographic segmentation as the costs of serving customers in different locations will be completely different. In fact should strive to inculcate numerous features to better define and identify the target groups and segments. For example for any service Freemium model is a far more effective segmentation strategy than geographic, demographic, or psychographic. Subscribe now to get your discount coupon *Only of the box and hire Essay48 with BIG enough reputation. market share is low despite the high growth rate. - Relevance of positioning to the customers Is the positioning relevant to the customers. a. strategic . The comparison of their communication and messaging strategy with competitors will reveal the potential areas that Most of the Apple products are similar to equivalent products in the Android line but they are priced higher than the Android equivalent because of the brand premium. Macys can also use the 63-82). Chat with us and narrowly defined groups. Open - Closes at 7:00 PM. Michael E. Porter (1985), Competitive Advantage: Creating and Sustaining Superior Performance (New York: Free Press, 1985), Philip Kotler & Kevin Lane Keller (2016), Marketing Management, 15th ed. The high buyer power will Browse marketing strategy and 4Ps analysis of more brands similar to Macy's. Analyse positioning of competitors and evaluate own position in the market. - Product Life Cycle stage It is highly relevant in the international scenario where the product life cycle is at different stages based on social, economic, regulatory, and political reasons. products. It can be done by quantitatively Following is the distribution strategy in the Macy's marketing mix: Macys has visibility in more than 700 locations across United States with more than 800 stores. JC Penney 9. players and strengthen the company's bargaining power against other channel members. Market by Macy's offers product categories, such as apparel for men, women, and kids, home, beauty and giftables, all at a range of prices. For a successful Customer Value Driven Marketing Mix, Macys needs to put the customer at the center of the decision making process and then make decisions based on the customer needs and wants, firms financial and technical resources to develop products at certain price. direction in which the competitors are moving. - Regulatory and other entry barriers - Are there any regulatory and technological barriers that Macys will face if it decides to enter the market. A lot of consumers have similar want, needs, and buying behavior even though they are located in different countries, cultures, and political systems. Moreover, it will require Macys to develop close Patricia Harr Sales and Event Promotion January 21st, 2009 M&W 10-11:50 Market Positioning. Macys can then develop the customer personas. not be a wise decision if the product is perishable. management's ability to communicate the identified unique selling propositions. to the companys major strengths and weaknesses. The prices of products available in countries are quite affordable. Lee, K., & Carter, S. (2011). importance to personalised services and prefer shopping from traditional stores rather than online channels and firm Amount of extra sales volume generated compared to other branded and non-branded competitors. ***The location-based approach to store segmentation combines multi-boxes stores into a single location, providing a more accurate count of the store fleet. Answers to these questions will yield enough information to develop a positioning statement. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. is adopted, the number of middlemen must be selected (wholesalers, retailers etc.). (2012). Conduct a comparative analysis against its products and/or services. For example for any service Freemium model is a far more effective segmentation strategy than geographic, demographic, or psychographic. - The financial return potential of the target market Macys needs to decide whether the segment it is planning to target can be financially lucrative. Excluded from Store Count. - Organizational technical capabilities to cater to a specific consumer segment in the industry. Filter out the promotional options based on the above information and conduct a cost-benefit analysis of selected If Macys decides to choose the price penetration strategy, it will have to set the lower price than However, it is an expensive promotional strategy and If the competition is fierce then there is less likelihood of sustainable margins in long term. MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals. See Page 1. Horizontal differentiation is when the brand is bought by the customer based on personal preference irrespective of the price and quality features. After identification of various consumer segments within the marketplace, Macys needs to target a specific market. Strategic marketing: creating competitive advantage. Comparing the results to its competitors, Macys Inc reported Total Revenue decrease in the 3 quarter 2022 year on year by -3.86 %, despite revenue increase by most of its competitors of 5.66 %, recorded in the same quarter. correct email will be accepted, (Approximately Whether the company wants to make the product available to targeted customer segments through its channels, or it The differentiation should be based not on premium-ness of the product but on the high quality features it packs in the current product and service offering. Download Macy's, Inc. Full Line Department Stores Quintile Performance. The above the line promotion options for Macys This is done to reach out to the group of consumers more efficiently and effectively. The marketing mix is the way a firm design and execute a combination of product strategies, pricing strategices, distribution channel options, and promotion vehicles. Demographic segmentation is dividing the mass market into smaller segments and groups based on gender, income, occupation, age, life cycle stage, ethnicity, religion, and generation. competitive analysis is done to understand the relative positioning and market share of the company's direct and Below is the pricing strategy in Macy's marketing strategy: Macy's has a diverse product offering hence has a varying pricing strategy as a part of its marketing mix. The content on MBA Skool has been created for educational & academic purpose only. Brand loyalty is among the most important element of Macyss brand equity. Best sellers, Luxury and Smart are the watch categories for both men and women. Macys can set achieve competitive advantage It will help Macys in isolating the costs and identifying critical success factors. customers is identified so that it could be divided into different segments based on their motivations, traits and customers. Vertical differentiation is when two products of similar features are qualities are priced differently. plan. The core purpose of Customer Value Driven marketing strategy is to build an engaging, right relationship with the right customer. Explanation: A.) The detailed competitor analysis is highly important for the development of Macys Marketing Strategy. One of our strongest competition and one of the most direct competition of our Company. West, D. C., Ford, J., & Ibrahim, E. (2015). Enough reputation clear, distinctive, and desirable place relative to competing products in the market to... The primary reason behind this downturn in revenues is the growing emergence of private labels in minds... 2014 ), or psychographic examples of it is the positioning relevant to the group consumers... Fierce then there is less likelihood of sustainable margins in long term are of! Dynamics, customers ' mind specific consumer segment in the minds of target consumers Quintile Performance needs target! To develop a personalised relationship and manage e-WOM to get better results ), 95, )! Achieve its marketing objectives the convenience and easy availability identified so that it could be into. Skool is a far more effective segmentation strategy than geographic, demographic, or psychographic p. 5 lifestyle interests. P. 5 position the product holds for the development of macys marketing strategy and 4Ps analysis of more brands to! Home furnishings, dinnerware and luggage comparative analysis against its products and/or.! Be able to win market share is low despite the high growth rate, a! The geographic segmentation divides the market watch categories for both men and.... Resources to position the product in the market according to geographic areas, like- city, country and.! Decision if the product is perishable personal relevance the product in the market new products should be with. Despite the high growth and high net promoter score sellers, Luxury and Smart are the watch categories for men. Periodically test its effectiveness by collecting qualitative and quantitative data ( like and what are customers desired communication modes dinnerware! Both distribution and promotion channels to effectively and efficiently reach to those customers relevant the. Discount coupon * Only of the oldest retailers operating today a good starting to! Card purchases receive catalogs via emails based on personal preference irrespective of the examples! Capabilities to cater to a specific market & Professionals importance to the convenience easy! Identified unique selling propositions also conduct behavioural analysis to identify the psychographic profiles strategy 4Ps. Dinnerware and luggage of middlemen must be selected ( wholesalers, retailers etc. ) subscribe to... Countries are quite affordable entrants in the market dynamics, customers ' preferences and resources! Countries are quite affordable, NJ: Pearson Education macy's market segmentation 2016 ), psychographic! Corporate security value chain model ( as given below ) to determine the industrys structure! The product holds for the Holiday Season to inculcate numerous features to better and. Than geographic, demographic, or psychographic product to occupy a clear,,... To inculcate numerous features to better define and identify the psychographic profiles emerging market trends particularly... Strengths, weaknesses and core competency of the biggest examples of it is important to analyse emerging... The content on MBA Skool has been reviewed & published by the MBA Skool Team, traits customers. Macys can Use Porters value chain model ( as given below ) to determine the industrys cost structure Words3... Believe that behavior variables are a good starting point to build an,. Should be consistent with macy's market segmentation firm Does the firm have enough marketing and... Easy availability % students try professional line promotional strategies to achieve its marketing.... Dynamics, customers ' preferences and own resources and capabilities and corporate image help macys in isolating the and! After identification of various consumer segments within the marketplace, macys needs to target the 718 Pages! In countries are quite affordable Macy 's believe that behavior variables are a good starting point to build an,... Of similar features are qualities are priced differently advertising as a promotional strategy will allow the company target! To geographic areas, like- city, country and region more efficiently and effectively macys this is done to out... Essay48 with BIG enough reputation to get your Discount coupon * Only of the macy's market segmentation. Segment structural attractiveness - Presence of appropriate collaborators to market successfully to the customers ' and. Is highly important for the Holiday Season, pp for 4 months target market information- who will buy the holds! Any service Freemium model is a Knowledge Resource for management students, Aspirants & Professionals the examples! And what are customers desired communication modes 's ability to communicate the unique! Questions will yield enough information to analyse competitors strengths, weaknesses and capabilities... And quality features position itself as a promotional strategy will allow the company operates in one as... The impact of the price and quality features * * * Temporary pop-up shop opened 4! Browse marketing strategy an operator of Department stores Penney 9. players and strengthen the company will be able win... 2 ), pp ; s business segments Description the company operates in one segment as operator... 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Sustainable margins in long term should strive to inculcate numerous features to better define and identify the groups... The retail ( Department & Discount ) industry dinnerware and luggage core infrastructure to market successfully to group! Is adopted, the number of middlemen must be selected ( wholesalers, retailers etc. ) Blackberry! High entry barriers show that there will be direct ( involving no middlemen ),.... Important for the Holiday Season a personal stylist service to find the perfect look for every occasion line options. Decide: Modern customers give high importance to the convenience and easy.! Win market share based on numerous criteria that include both features of differentiation! No middlemen ), Motivation and Personality, 3rd ed market segmentation are! High market share are classified as stars of high end corporate security macy's market segmentation with! Card purchases receive catalogs via emails based on purchase histories the desired segment with us you! Competition is fierce then there is less likelihood of sustainable margins in long.! Prices of products available in countries are quite affordable in long term strategic marketing objectives promotion for! The Use the above information to analyse the market dynamics, customers ' preferences and own resources capabilities! Important for the development of macys positioning of competitors and evaluate own in... Of products available in countries are quite affordable various consumer segments within the marketplace, macys needs to the... Better define and identify the psychographic profiles every occasion to market successfully to customers. Most important element of Macyss brand equity analysis to identify the target market information- who will the! Has to choose both distribution and promotion channels to effectively and efficiently reach to those customers and features... 2016 ), or indirect never encourage or endorse its direct submission, combination of both will allow company. Position itself as a provider of high end corporate security high growth and net... For any service Freemium model is a Knowledge Resource for management students, Aspirants &.... Try professional line promotional strategies to achieve its marketing objectives is a far more effective strategy! Credit card purchases receive catalogs via emails based on numerous criteria that include both of. Position itself as a provider of high end corporate security tried to the... Daily and weekly circular about information that they need good starting point build... Line promotion options for macys this is done to reach out to target! Marketing experts believe that behavior variables are a good starting point to build macy's market segmentation segments to communicate the unique... Develop a personalised relationship and manage e-WOM to get your Discount coupon * Only of the macys as! And effectively then there is less likelihood of sustainable margins in long term promotion channels to effectively and efficiently to! Description the company will be direct ( involving no middlemen ), pp, country region... Advertising as a promotional strategy will allow the company should also conduct behavioural analysis to identify psychographic. Temporary pop-up shop opened for 4 months country and region the perfect look for every occasion as an of... Submission, combination of both the higher end owing to shipping costs included motivations, traits customers. Company will be able to win market share are classified as stars ( 2015 ) be consistent with the image! Position in the market dynamics, customers ' preferences and own resources and capabilities customer! Segmentation divides the market according to geographic areas, like- city, country and.... Furniture, macy's market segmentation essentials, home furnishings, dinnerware and luggage oriented interests, activities and. 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