Macy's demographics is they are middle class in American. They prefer quality products at reasonable prices. They also accept the brands under Bloomingdales to offer high-end consumers an assortment of establishment brands such as Armani, Burberry etc. Forever 21 demographics are; they are mostly trying to target men but still big teens like 18 to24 year old's. They are also getting gobbled by all the new lines they are getting to market. How are Macy's and Forever 21 similar? Well their the similar by promoting some of the same products but you can get the products a little cheaper at Forever 21 that's why Macy's is competing them. They are also similar by selling high quality clothes to. Forever 21 is higher trend then Macy's. These stores