Marketing and all things related

Federated owns a gaggle of regional department store brands, acquired as the retail category chocked during before and during the 2002 (until present) recession. Over time, Federated is renaming each brand Macy’s, and with mixed results. Macy’s entered the Columbus, Ohio with their acquisition of Lazarus Department Stores. And while Federated pumped considerable effort to the re-branding effort, foot traffic actually dropped at the re-branded stores. Intent to shop at Macy’s in the Columbus market also dropped. Perhaps other markets have success stores, because Federated is underway with a massive national re-branding campaign to break this fall. With more stores under a single name, it seems likely that Federated will reduce their traditional ad expenditures on local newsprint, and move the show to television. Advertising Age (free registration required,) claims a complete redirection of their advertising venue would suck about $ 425 million away from anxious local newspapers. Marketing Blurb is not a retail expert, but we believe that television cannot substitute for newsprint with regards to local department store advertising. Photo Credit: Macy’s Online