On June 1, the behemoth corporation known as Federated Department Stores will officially become Macy’s Inc., a move which further unifies but isolates the national retailer in the eyes of many. Federated Department Stores, which itself only acquired Macy’s in the mid 90’s, was responsible for the re-branding of local retailers across the country including our very own Burdines stores (acquired by Federated in 1956.) Other local regional retailers affected by the name games include: Bon Marche (Washington), Goldsmith’s (Tennessee), Lazarus (Cincinnati), Kauffman’s (Pittsburgh), Filene’s (Boston), Foley’s (Houston), L.S. Ayers (Indianapolis), Hecht’s (Maryland), and Marshall Field’s (Chicago) among others. In 2005, Federated Department stores completed the renaming of these and several other department stores nationwide.
Part of me can’t blame Federated for making a move to create a national brand image for their department stores. However, another part of me longs for the unique qualities of each retailer, the names, the history, and the traditions they instilled in the communities which fostered their growth.
It’s the removal of a crucial piece of local history- and the public reaction since which really strikes a chord within me. In early 2004, when Burdines became Burdines-Macy’s I encountered many people who shared my same displeasure with the new moniker. I, like many people, had always associated the Macy’s name with
Like Burdines, many of the department stores went down without major local opposition. There is one key exception, however: Marshall Fields. The citizens of
At Burdines, another market where Macy’s has been around for two decades, the renaming appeared to have little effect. Of those shoppers surveyed, 47 percent said they shopped at Macy’s in 2006, unchanged from the 47 percent in 2004 that shopped at Burdines-Macy’s. In 2002, 57 percent surveyed shopped at either Burdines or Macy’s. When asked to break it out, 51 percent of shoppers frequented Burdines and 24 percent visited Macy’s.
Coincidence? I think not, it seems like more of a lack of local identity to me…
Former flagship Lazarus Department store in downtown Cincinnati compared to the bland, characterless new store introduced under the Macy’s name (Via Wikipedia)…
Here is an interesting piece of information I just discovered. The site of the “iconic” Sears Tower, integrated with the struggling Carnival Center, was originally a Burdines store before Sears bought the land next door, built the tower, and bought them out…
- Thanks to Magic City on SSC for the Historical Pictures…
- This article was written in part due to an e-mail sent to me by the South Beach Hoosier, thanks for the contribution David…
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