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Tuesday, September 14, 2021

In a move that surprised few (if any), Federated Department Stores announced they’ll be retiring the regional Burdines, Rich’s, Goldsmith’s, Lazarus and Bon Marche store names, converting them all to the powerhouse Macy’s brand.

What I’m wondering is, why did they even bother with the now-pointless hyphenation strategy? Burdines, a longtime Florida chain, was morphed into Burdines-Macy’s. The other regional stores got the same treatment: Bon-Macy’s, Rich’s-Macy’s, Lazarus-Macy’s and Goldsmith’s-Macy’s. Pretty ugly, all. I’m guessing some sort of deadlock among Federated’s brass resulted in this half-assed solution: Retain the historic equity of the regional brands, but try to wring some magic out of the Macy’s name. Didn’t work, and the whole thing has the appearance now of being a failed marketing experiement.

What was especially dumb about it in Florida was that the state already had a number of Macy’s-branded stores, mainly in the Orlando area. This re-branding turned them into Burdine’s-Macy’s (although maybe only officially — the article implies that most stores never did change their major signage).

The other thing that makes this move seem odd is that, despite announcing the hyphenated names a couple of years ago, I don’t think they really pushed them in the Tampa Bay area until fairly recently. So it’s very much like they only started to trumpet “Burdine’s-Macy’s” before they prepare to ditch it.

- Costa Tsiokos, Tue 09/14/2004 07:37:16 PM
Category: Advert./Mktg., Florida Livin', Business | Permalink |


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