Macy's: too much a part of your life

Say goodbye to Marshall Fields, Chicago. No more Filene’s Basement, Boston. St. Louis, put Famous-Barr out of your memory. Sayonara as well to Hecht’s, Kaufman’s, Meir & Frank, and in California, Robinsons-May and May Co. In their infinite goliath wisdom, Federated Department Stores will re-name all of these grand old chains Macy’s. It’s like George Steinbrenner buying every team in the American League and calling them all the Yankees.

In many malls now where Federated bought up its competitors there will be as many as three Macy’s in the same location. Boy, the competition should be fierce. Expect big sales.

Same in Los Angeles radio where the two competing all-news stations, KFWB and KNX are not only owned by the same company but housed in the same building, and SHARE the same newsroom.

It’s bad enough there’s no such thing as anti-trust laws anymore. Forget the public being protected from monopolies. At least these giant corporations could PRETEND to not be evil empires.

What is the benefit of changing venerable beloved Marshall Fields to Macy’s…especially in Chicago where they hate all things New York anyway? When you buy these department store chains isn’t a large part of what you’re paying for the name? With the name comes a trust and tradition that translates to customer loyalty, doesn’t it?

In all the articles I’ve read about this name changeover I’ve not seen one justification for it, not by a Federated official or anybody. Even if they said, "Someone screwed up and ordered fifty-six million order forms that say Macy's so we have to use them up." At least that would be something. All they will say is “Give us a chance” and promise a catchy new jingle to the tune of “Dancin’ in the Streets” (as opposed to protests in the street which is what’s happening right now in Chicago). I would love to know their rationale. And they must have one, right? I mean, a monolithic corporation with all the research data and upper level management genius available to them couldn’t possibly just go off and do something incredibly stupid and irreparable could they? Naahhhhhhh. Of course not.

Thirsty anybody???