The .macys Dot Brand
Macys, Inc. operates about 850 department stores, outlets and furniture stores across the USA. Macy's was established in 1858 and today has more than 150,000 employees. The company offers a very broad variety of products such as apparel and homeware.
Macy's strives to provide an excellent shopping experience that "transcends ordinary shopping". In furthering this aim, the company believes the key to its future success will be to integrate its activities with internet and mobile technology. This initiative will broadly serve the public interest and provide a positive user experience.
A program of continuous innovation is a paramount consideration in the application for the .macys TLD. The aim is to improve the shopping environment (including online) and enhance consumer engagement, loyalty and traffic. The new string will also help the company differentiate its services.
The Applicant intends to continue its innovative user focused marketing and special event strategies in the domain space.
Macy's strives to respond quickly to customers and build deeper relationships. These loyal customers will appreciate the flexibility and convenience of this evolving shopping experience.
Macy's will be able to create and control domain names that promote the identity of its brand and the authenticity of its websites. It will be a coherent online brand presence. Authoritative sites will be built for the company (and possibly partners). This will help fulfil the mission to benefit visitors by increasing trust and confidence while eliminating user hesitation and confusion.
Navigation will be simple and intuitive. Content will be more relevant and direct navigation will be facilitated. (You should be able to type in "Handbags.macys" and arrive immediately at the right content.)
The .macys string will assist the company's marketing efforts by being able to create new domain names on demand. It will help the company to provide customers with resources and services and enable personalised marketing strategies. Wider choices can be offered and transaction costs can be lowered.
The "Macy's" trademark is registered in about 150 countries and territories, mainly in the clothing, leather goods and jewelry classes. The company's extensive portfolio contains 25 "exact match" domains such as Macys.hk and more than 430 containing the "Macys" term such as MacysBridalRegistry.us.
A media plan will promote the proposed new TLD. Prior to a more extensive rollout, it is anticipated that internet traffic will initially be redirected to existing websites.
Businesses and consumers are faced with increased online criminal activity such as data breaches, hacking and phishing. The new brand TLD will increase the level of trust and eliminate malicious behavior without hindering convenience.
Privacy and confidential information will also be protected.
Geographic Dot Brands
Macy's intends to initially reserve from registration the two-character labels and geographical descriptions as required by the Registry Agreement in Specification 5.
Macy's application notes that it may be possible to obtain release of these country & territory names subject to agreement by governments and approval by the GAC and ICANN. It notes that the rationale for reserving geographic names is more applicable to open generic TLDs rather than closed brand domains. It will not use geograhic names until ICANN has approved their use.
The Applicant further believes that the use of geographical terms within the .macys TLD will be valuable to internet users when they search for relevant local content (and avoid confusion).
The possible incorporation of native languages later would add to the overall positive experience.
Macy's application hence proposes a number of procedural options whereby the company may be able to obtain the appropriate approval. An example procedure might be to offer a government 90 days to object to use of a country name (at no charge).
The Applicant points out its due respect for governments and that its domains are extremely unlikely to be in any way offensive to any country. If they were, Macy's would act decisively to fix it. Nor would the use of country signifiers be confusing or detrimental to internet users (the opposite would actually be true).
Possible .macys Brand Domains
Brand names mentioned on this site are registered trademarks or trademarks of their respective corporations. This site claims no association with or endorsement by any of these corporations and their marks are mentioned only to illustrate opinion presented in the public interest.
All quotations on this page are from the respective companies' official ICANN brand TLD applications unless otherwise stated.
Many possible theoretical dot brands are mentioned (in English). There are also countless possibilities in other languages. This has significant potential value for international navigation.
This site is focused on reporting the strategic impact of the brand domains on internet communication, competition and commerce, and some comment is speculative.
It is not a comprehensive overview of what some of the world's largest corporations have chosen to reveal about their plans for the implementation of their proprietary domain strings.
ICANN is particularly concerned with the technical, financial, security and legal issues associated with the new TLDs. These issues are beyond the scope of this website.
For a comprehensive overview of the brand domains and their impact on the web, refer to ICANN's website and the individual applications (large parts of which are publicly published).
If you have a particular interest in an individual company, the public aspects of their applications are available for download via these ICANN links: You can also search a complete list of applicants there.
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