Macy's vs ThredUp: Tone of Voice Compared

A side-by-side comparison of how Macy's and ThredUp communicate — tone words, language style, sentence structure, and taglines.

In short

Macy's and ThredUp both compete in E-commerce, but they don't sound alike. Macy's sounds aspirational, american, writing in aspirational language, while ThredUp sounds sustainable, smart, writing in conscious language. They share no tone words at all. Macy's's tagline, "Believe", captures its voice; ThredUp answers with "Secondhand. First Choice.".

Voice comparison

DimensionMacy'sThredUp
Tone wordsAspirational, AmericanSustainable, Smart
Language styleAspirationalConscious
Sentence typeCommandStatement
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"Believe""Secondhand. First Choice."

What Macy's and ThredUp share

Macy's and ThredUp share no tone words. Both compete in the E-commerce sector.

Where they differ

Macy's leans aspirational, american. ThredUp leans sustainable, smart.

Positioning & strategy

DimensionMacy'sThredUp
Brand messageThe magic of department store shopping, reimaginedMake secondhand fashion the first choice for conscious consumers
MissionBe the preferred shopping destination for our customersInspire a new generation of consumers to think secondhand first
Core conceptMagic of ShoppingSustainable Fashion
Core tensionOrdinary vs. MagicalNew vs. Secondhand

Frequently Asked Questions

How is Macy's's tone of voice different from ThredUp's?

Macy's uses an aspirational, american tone with aspirational language, while ThredUp uses a sustainable, smart tone with conscious language. They share no tone words.

What is Macy's's tagline and what is ThredUp's tagline?

Macy's's tagline is "Believe". ThredUp's tagline is "Secondhand. First Choice.".

Do Macy's and ThredUp target the same market?

Yes — both Macy's and ThredUp compete in the E-commerce sector, though Macy's focuses on department store and ThredUp on e-commerce / secondhand fashion.

Is Macy's or ThredUp more figurative in its messaging?

Both lean imaginative — Macy's and ThredUp each express themselves in a imaginative way.

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