Macys & Private Brand Every Day Value”

In a move that certainly appears to be a reaction to the announcement this month by, Plano, Texas-based JCPenney that they would adjust their pricing and promotional strategy and eliminate the high-low prices they have chased over the last few years New York based department store Macy’s features its version of EDLP in its Sunday newspaper flyer. The 16-page circular screams “everyday value” on the cover. The circular is predominantly Private Brand including: Style & Co and Charter Club.

According to an article I the Dallas Morning News – Jim Sluzewski, Senior Vice President, Corporate Communications & External Affairs Macy’s replied an email from the newspaper this way: “The Every Day Value (EDV) program has been in place at Macy’s for 6 or 7 years. It includes certain items across the store.”

“EDV items at Macy’s never go on sale (until the point they go on clearance) and a customer never needs a coupon. All EDV items have prices that end in .98 (e.g., $19.98),” Sluzewski said.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.