Federated opts to add Macy's name to its other chains

Cincinnati: Federated Department Stores has decided the Macy's name has enough brand cachet that it can help sales at its other department stores across the country. As a result, it will add the Macy's name to a number of other department stores, in addition to its 246 core properties.

Cincinnati: Federated Department Stores has decided the Macy's name has enough brand cachet that it can help sales at its other department stores across the country. As a result, it will add the Macy's name to a number of other department stores, in addition to its 246 core properties.

The chain is also creating a New York-based corporate marketing function to support the national rollout of the Macy's brand, although PR for the various stores will still be handled

at the division level, said Jean Coggan, manager of community and public relations with Federated. The chain's corporate PR function will also remain at the Cincinnati headquarters.

Chains that will be adding the Macy's name include 48 Bon Marche stores, which will be called Bon-Macy's, and 42 Lazarus stores, which will become Lazarus-Macy's.

By combining names, Federated hopes to remind shoppers of their favorite attributes of the local stores, while adding the prestige of the Macy's brand.

Federated tried the combined-name approach earlier this year when it changed the name of Rich stores in Georgia, South Carolina, and Alabama to Rich's-Macy's. "Our Atlanta customers have responded favorably, which further supports our decision to extend the rollout of the Macy's brand strategy to stores in our other regional markets on an expedited schedule," said Terry Lundgren, Federated president and CEO.

Store credit cards will also carry the Macy's name, and will be usable in any Macy's store.

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