Store chain unwrapping Macy's push

Curan, Catherine
June 2003
Crain's New York Business;6/2/2003, Vol. 19 Issue 22, p3
Cincinnati, Ohio-based chain store Federated Department Stores Inc., parent company of Macy's is planning to launch an innovative marketing campaign to attract more customers, as of June 2, 2003. Federated's campaign will alert consumers regarding addition of Macy's name to all of its regional chains beginning in August 2003. The change will create profits of $13 billion and increase number of Macy's stores to 246. Adding Macy's to names of regional stores such will create a group of regional department stores with hyphenated names like The Bon-Macy's, Lazarus-Macy's and Burdines-Macy's. Some critics say that the company is not going far enough with its Macy's branding strategy. However, Federated is optimistic that hyphenated names will give customers both familiarity of their local brand and the appeal of a worldwide icon.


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