Jeff Gennette, the president of Macy’s Inc., has a big wish list and a “purposeful” agenda. The Gennette prescription on how to grow the $28.1 billion department store chain entails being “maniacal” about digital growth, taking greater initiatives in wedding-related merchandise, improving the tabletop business and making “outsized” investments in men’s and women’s athletic and ath-leisure apparel and athletic footwear. Athleticwear is one category where Macy’s needs to catch up, Gennette suggested, but is stepping up the buy on such brands as Nike, Under Armour and Adidas. “When you look at Macy’s overall share in men’s and women’s apparel, we still retain a lower share in athletic apparel. We are really looking at whole active influence across all categories in the store.” He also wants to deepen customer loyalty and believes that one way to accomplish that is to make Macy’s selling floors more “experiential.” And as far as leased and licensed businesses, versus the traditional wholesale-retail business model, he’s open to all of it, if it brings in categories that Macy’s shoppers want and Macy’s may not carry. “We have a laundry list of categories [where] we believe the Macy’s brand is broad enough to bring into our stores with great credibility,” Gennette said. He
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