The magic behind retail powerhouse Macy's

The publication detailed how the brand grew from one of the country's first department stores to a retail giant intertwined with American culture. USA Today spoke with University of Cincinnati's Noah VanBergen for details on how the company became such a household name.

"Macy’s became inextricably associated with American culture through the Macy’s Thanksgiving Day Parade,'' said VanBergen, associate professor of marketing at the Lindner College of Business. "There are few brands that have managed to associate themselves as closely with an American holiday as Macy’s association with Thanksgiving."

VanBergen told USA Today that for Macy's, the parade is more than just a sponsorship deal. "It represents the beginning of the holiday season... And is now a literal component of the Thanksgiving holiday itself for millions of American families," he said.

VanBergen also described how for the majority of the 20th century, the Macy's brand's reach through print, radio and television advertisements helped give it a leg up against its competitors. While the landscape is shifting in the digital age, the legacy business still has the parade to keep it at the forefront of consumers' minds. 

Read the full USA Today story. 

Featured image at top of the Macy's flagship store in New York City. Photo/iStock