The space highlights this by creating a hip yet family-friendly feeling in the store. The space is quite relaxed and does not advertise exposure to outrages, so this is one reason why they have been able to calmly adapt to different generations. The most disadvantaged are the youngest, from infants to pre-teens, as there is not much space or items for them. Since Macys is somewhat formal, the kids' area doesn't fit that theme. Spaces for children's clothing are usually on the top floor and there isn't much variety. The overall message that the store conveys with its space is that it is open to all audiences. With their displays and marketing, the Macys space shows the history it has seen. Even though some Macy's have been around for many years, they remain strong competitors to upcoming fashionable stores. This is very important because Macys shows why people are attracted to Macys and how this department store needs to reinvent its clothing line for the new generation. By improving their store layout, styles, and clothing, Macys was able to become a huge