Struggling retailers like Macy’s, Pier 1 Imports and Forever 21 are said to be asking for lower rents — and getting their way — as store owners and their landlords respond to swift shifts in the brick-and-mortar retail world.

“This is how the game is played. When this starts happening, they all just start asking for rent reductions. That’s what they do,” retail landlord representative Katy Welsh said. So far it’s “maybe rumblings and it is not a common conversation but it’s coming. You can feel it coming.”