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Crain’s Chicago Business reports that strong holiday sales at the state Street flagship Marshall Field’s store have prompted executives at owner Federated Department Stores to reconsider their decision to eliminate the use of that banner.

The reconsideration comes just four months after Federated announced that it would change all Field’s stores to the Macy’s banner by fall of 2006.

“Retail experts say it makes the most sense to keep Field’s name present at the State Street store, where tourism is a big part of business. Federated, which is based in Cincinnati and New York, could sell Field’s merchandise or establish a Field’s boutique within the store,” Crain’s writes.
KC's View:
Good. We thought that dumping a time-honored retailing name just didn’t make sense because it would alienate the consumers who had a connection to the brand. Invest in the brand, re-energize the brand…but don’t just dump it because centralized marketing would be more efficient.

Efficiency often does not equate with effectiveness.