The network is currently a board game in which fashion brands have to fight a duel. Aware of the need to use internet as an internationalization toolToday, no firm renounces opening its online stores in all possible countries.
The last to reach the Spanish market is the giant Macy's Inc., owner of the Bloomingdale's and Macy's brands. Department stores, an emblem of American commerce, come to Spain virtually with the opening of its online store to Spanish territory.
Macy's is thus following in the footsteps of some of its main competitors in the United States, such as Sears, Nordstroms or Saks Fifth Avenue, which have already opened their virtual stores in our country. With this entry into Spanish cyberspace, Macy's will enter into direct competition with El Corte Inglés, current leader in Spanish e-commerce.