What: Macy's ventures into scripted television by optioning a bestselling book about pioneering women retail executives, including the story of its own trailblazer Margaret Getchell.

Why it is important: The initiative represents a significant evolution in retail storytelling, expanding beyond traditional marketing to engage customers through entertainment while celebrating the industry's pioneering female leaders.

Macy's is breaking new ground in retail entertainment by acquiring exclusive rights to develop a television series based on Julie Satow's bestselling book "When Women Ran Fifth Avenue: Glamour and Power at the Dawn of American Fashion." The adaptation will spotlight influential female retail leaders, including Dorothy Shaver of Lord & Taylor, Hortense Odlum of Bonwit Teller, and Geraldine Stutz of Henri Bendel, while adding the story of Margaret Getchell, Macy's own pioneering executive from the 19th century. Under the leadership of Chief Marketing Officer Sharon Otterman, Macy's is currently securing a showrunner and talent for lead roles. The project builds upon Macy's established media presence, complementing its recently renewed 10-year partnership with NBCUniversal for the Thanksgiving Day Parade and Fourth of July Fireworks. Getchell's story particularly resonates, showcasing how she rose from cash clerk to influential executive, innovating store layouts, marketing strategies, and merchandise categories. This venture represents Macy's commitment to storytelling that celebrates retail innovation while engaging modern audiences.

IADS Notes: Macy's venture into television series production represents a significant evolution in retail brand storytelling. The initiative builds on the company's successful media strategy, evidenced by its February 2025 NBCUniversal partnership that drew 31.7 million viewers for the Thanksgiving parade, demonstrating Macy's ability to create compelling content that resonates with mass audiences. This content expansion aligns with the retailer's broader transformation under its Bold New Chapter strategy, which has shown promising results in January 2025 through modernized customer experiences and data democratisation. The focus on pioneering female retail leaders connects meaningfully with the company's current investment in 350 "go-forward" locations, illustrating how historical innovation continues to inspire modern retail transformation.

Macy’s to develop TV series on women in retail