Macy’s, one of the biggest and successful retailers with department stores all throughout the country, is having on our day's significant financial problems. Only for this New Year, 2017, they are planning the closure of several stores, and as a consequence the loss of thousands of jobs. They are working to revive their sales, changing their structure and their administration, looking for a way to continue their legacy. However, some years ago, they had not the vision of recognizing on time that the consumer demographic was changing and that a new generation was being born, the Millennials. Marketers, retailers, and manufacturers are starting to recognize them as the fuel of the economy, and spine to continue in the arena of the global competition.