SPOTLIGHT: 2024 CIRCLE OF CHAMPIONS HONOREE, NATA DVIR-MACY’S CHIEF MERCHANDISING OFFICER
Role model. Mentor. Futurist. These are just a few of the words used to describe Nata Dvir, Macy’s Chief Merchandising Officer, by colleagues and peers at TFF’s Circle of Champions event on October 22nd. The gala evening celebrated the outstanding career of Dvir, who has been integral to Macy’s success as an omni-channel retailer, and whose deep understanding of the consumer continues to make Macy’s the go-to fragrance destination.
To walk the beauty and fragrance floor in a Macy’s store is to see Dvir’s imagination and passion in action. With vibrant, eye-catching displays and experiential moments, the impression is both welcoming and inspiring, inviting every customer to approach fragrance from their own perspective while assisting them seamlessly in finding the perfect scent (or scents) to suit their personality.
Dvir has been with Macy’s for 19 years, stepping into her current position in February 2021, the youngest chief executive in the brand’s history and the second woman to be named to the role. “My career has been a blend of art and science, balancing the assortments and financials with the art of merchandising and storytelling,” she says. The fragrance category has been of special importance to her, and one that has become even closer to her heart the more she has become immersed in it. “The industry taught me the craft of fragrance – the ingredients and the power of how they make you feel,” she says. “The industry embraced me and throughout my career, I have had the chance to visit stores, participate in the harvesting of fresh flowers, and learn firsthand from the best perfumers.”
This insight has made Dvir’s personal connection to fragrance even greater (she has assembled quite a wardrobe of scents, but you will most likely find her wearing scents with her favorite notes of bergamot and neroli), and her 360 perspective reveals a deep understanding of perfume’s integration into a broader lifestyle. “Fragrance is the perfect complement to your wardrobe, it’s the finishing touch to every outfit no matter the occasion. Not only does it help evoke special memories, but it will serve as a sensory experience as you make new ones,” she says. And its power, of course, is transformational. “Scent is part of how we want to feel – it’s so emotional and so meaningful. If you have a big day or a special evening – maybe it’s an important presentation, or a date you’ve been looking forward to, or maybe you’re accepting an award up on a stage, fragrance can be a boost of confidence,” she says. “If you’re feeling a little down, fragrance can also be a mood lifter.” Dvir even uses it as a helpful companion to her busy schedule. “One tip that came from my mother: put a little fragrance under your nose just before a flight takes off.”
For Dvir, an understanding of the consumer is key, and her commitment to discovering how and why people shop for fragrance has been essential to making Macy’s a leading fragrance retailer. “I’m excited by the constant newness in the fragrance category,” she says. “Fragrance is so emotional, and people have such a great connection to their fragrance. I really appreciate the love that our customers have for classic scents. It shows the power of this scent recalling a memory or feeling. However, we also see that our customers are also craving new scents to create those memories and emotions.”
Naturally, she has a plan to tap into that craving. “As part of Macy’s, Inc.’s Bold New Chapter, strengthening the Macy’s nameplate is a key focus and by elevating the customer experience across all our stores, we are committed to creating more memorable experiences. We look forward to continuing to work with partners to achieve this vision,” she says. Fragrance is a growth category, and we love to see how customers continue building their fragrance wardrobe and discovering new scents. Our expertise in this category is multichannel and experiential. We bring the magic of fragrances to life for our customers whether they are discovering new scents in-store through our special events and counter activations to our digital experience with our Fragrance Finder Quiz, we help the customer explore different options that help them find the perfect fragrance for any occasion.”
Through Mission Everyone, Macy’s Inc. social purpose, the company is cultivating a culture of belonging. “We believe that when our business includes everyone with a seat at the table, full potential can be realized, and innovation is unlocked,” Dvir says. “Mission Every One creates a brighter future for all that empowers more voice, choice and ownership for colleagues, customers, communities and the future leaders of tomorrow. We are focused on cultivating a culture of belonging and providing our customers with ethically sourced and socially conscious products and services. We are guided by our values at Macy’s, Inc. and have a strong legacy of corporate citizenship.”
As the testimonials at the Circle of Champions event revealed, Dvir is truly a partner to the fragrance industry, taking time to share her expertise and knowledge with aspiring colleagues while unflappably bringing energy, collaboration, and inspiring ideas into her role every day.
“I am incredibly proud to be recognized as a Circle of Champion honoree,” she says. “This is a testament to our relationships and how the industry has trusted us and allowed us to put the power of Macy’s to work for so many brands. This recognition reflects the team’s work to constantly innovate in the category.” This innovation and hard work have paid off, not only for Dvir but for Macy’s, as it continues to reign as a stellar example of how fragrance retail can really shine.
“Macy’s brings to life incredible beauty and fragrance experiences, and we want to continue to bring even more dynamic experiences to our customers across the country,” Dvir says. “This industry is about emotion, magic, and experience and no one does this better than Macy’s.”