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June 2, 2007

The Federated Company Name Is Dead, But the Macy’s Brand Name Is No Marshall Fields

Federated logoFederated Department Stores changed its name officially to Macy’s Inc yesterday.

I have been following this transformation for some time and was especially upset to see the Marshall Field's name go.

Interestingly, the person in charge of making the transition, CMO Anne MacDonald, inexplicably left the company a couple of days before the transition became reality.

Macy's logoExpect to see bigger ad spend on advertising and less on private marketing efforts says Marketing Daily. Apparently sales at what they call the "new" Macy’s (those that were formally Marshall Field's stores) are down. Are you surprised? I’m not.

Second City Style snipes that "the Midwest has had enough homogenization for a while and will likely be taking its business elsewhere."

Long live Marshall Field’s in the hearts and minds of consumers.

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Posted by William Lozito at June 2, 2007 10:07 AM
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1 Comment

I completely agree. How is it that Macy's doesn't understand? Or is there some pride that has gotten to the best of them and they are afraid to admit they made a wrong decision by killing off Marshall Field?

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