Shop at Behemoth’s
The Marshall Field’s brand name will be thrown in the trash, as new owner Federated Department Stores announced today that the stores will take the Macy’s name.
Shoppers “will continue to benefit from regional buying that remains attuned to local preferences and lifestyles, plus enjoy the distinctive merchandise and shopping experience that’s part of the Macy’s brand,” Federated Chairman Terry J. Lundgren said.
Don’t you just feel goose pimples? I trust the shopping “experience” will be as “distinctive” as the tired, dated Macy’s logo.
While Chicagoans are understandably sickened, Minneapolis has been through this already. Dayton’s we cared about, but now it hardly matters. Why not drop all the old family names? Call Macy’s “Federated Price Point 1″ and Bloomingdale’s “Federated Price Point 2.”
By robbing the last bit of romance from the ritual of shopping, Federated reminds consumers that stores are just stores. Thank you, Federated, for dispelling an illusion—one that never served us well anyway.