The space demonstrates this by having a trendy yet homely feel to the store. The space is quite relaxed and does not advertise outrageous shows, so this is why they have been able to calmly adapt to different generations. Those at a disadvantage are young people, from newborns to pre-teens, as there isn't much space or objects for them. Since Macy's is quite formal, the children's space doesn't match that theme. Children's clothing spaces are usually located on the top floor and there isn't much variety. The general message that the shop conveys with its space is that it is open to all citizens. With their displays and marketing, Macys Space shows the history they have seen. Even though some Macy's have been around for many years, they are still viable competitors to the trendy new stores. This is quite important because Macy's shows why people are attracted to Macy's and how this department store needs to reinvent its clothing line for the new generation. By improving store layouts, styles, and clothing, Macys has managed to become a huge one