Macy's vs Wayfair: Tone of Voice Compared

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

In short

Macy's and Wayfair both compete in E-commerce, but they don't sound alike. Macy's sounds aspirational, american, writing in aspirational language, while Wayfair sounds abundant, home-focused, writing in welcoming language. They share no tone words at all. Macy's's tagline, "Believe", captures its voice; Wayfair answers with "A Zillion Things Home".

Voice comparison

DimensionMacy'sWayfair
Tone wordsAspirational, AmericanAbundant, Home-Focused
Language styleAspirationalWelcoming
Sentence typeCommandStatement
TensePresentPresent
ExpressionImaginativeImaginative
Tagline"Believe""A Zillion Things Home"

What Macy's and Wayfair share

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

Where they differ

Macy's leans aspirational, american. Wayfair leans abundant, home-focused.

Positioning & strategy

DimensionMacy'sWayfair
Brand messageThe magic of department store shopping, reimaginedThe destination for all things home with unmatched selection
MissionBe the preferred shopping destination for our customersHelp everyone, anywhere create their feeling of home
Core conceptMagic of ShoppingEndless Selection
Core tensionOrdinary vs. MagicalLimited vs. Limitless

Frequently Asked Questions

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

Macy's uses an aspirational, american tone with aspirational language, while Wayfair uses an abundant, home-focused tone with welcoming language. They share no tone words.

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

Macy's's tagline is "Believe". Wayfair's tagline is "A Zillion Things Home".

Do Macy's and Wayfair target the same market?

Yes — both Macy's and Wayfair compete in the E-commerce sector, though Macy's focuses on department store and Wayfair on e-commerce / home goods.

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

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

Browse 3,202 brands by sector

  • Technology brand voices
  • Food & Beverage brand voices
  • Consumer Goods brand voices
  • Finance brand voices
  • Sports & Fitness brand voices
  • Fashion brand voices
  • Travel & Hospitality brand voices
  • Healthcare brand voices
  • Investment brand voices
  • Automotive brand voices
  • Industrial brand voices
  • Services brand voices
  • Entertainment brand voices
  • Retail brand voices
  • Cryptocurrency brand voices
  • Beauty brand voices
  • Luxury brand voices
  • Energy brand voices
  • Media brand voices
  • Gaming brand voices
  • E-commerce brand voices
  • Insurance brand voices
  • Education brand voices
  • Home & Garden brand voices
  • Real Estate brand voices
  • Aerospace brand voices
  • Design brand voices
  • Telecom brand voices
  • Home
  • Compare brands
  • Top lists
  • Taglines
  • Glossary
  • About