A great image is irresistible. Its power comes from presence, from the spirit of a place, a time or cultural moment. It’s in the gesture, styling, and silhouette. It’s in casting that says, “I see you.” At Macy’s, we worked with our agencies to find more diverse talent pools to better reflect our customers, because being “for someone like me” is the strongest conversion factor in the retail category, outweighing convenience and value. This won our customers’ hearts and their wallets while improving our margins through early-season sales.