Macy's 2003 Annual Report Download - page 8

WHAT’S IN A NAM E?
A LOT IF IT’S
BLOOM INGDALE’S
OR M ACY’S
Ask any shopper for a short list of America’s best and most recognized
department stores – those that offer
fashion, newness, value and convenience –
and she’s likely to name Macy’s and
Bloomingdale’s.
It’s no coincidence. Macy’s and
Bloomingdale’s are compelling national
brand names that stand out in the highly
competitive arena of U.S. retailing. Macy’s
translates fashion trends and lifestyle
choices into wear-now apparel and home
décor for a broad swath of the population.
Bloomingdale’s defines “chic” for its
sophisticated, upscale customer who craves
the latest designer fashion and expects
exceptional, personalized service.
Both stores are rooted in more than
130 years of history. Each is woven into
the fabric of American culture and
known worldwide. These stores are where
characters in movies and TV series work
and shop. They’re where celebrities and
alluring events draw crowds. They’re where
a loyal legion of customers shop first when
looking for apparel and accessories for
themselves and their families… for gifts
for their friends… for the décor to dress
their homes.
Simply put, Macy’s and Bloomingdale’s
are among America’s most powerful
brand names.
Federated recognizes these names as
among the corporation’s most valued assets,
and our strategy is to invest in building
the Macy’s and Bloomingdale’s brands in a
manner that drives comp store sales and
leverages investments in marketing and
sales promotion.
By maximizing the Bloomingdale’s and
Macy’s nameplates, Federated is emerging
as a new breed of department store operator
– one agile enough to fuse national brand
recognition and merchandising acumen
with local store execution and a regional
focus on the customer.
In 2003, we propelled Macy’s presence
nationwide through successful co-branding
with our regional department store
nameplates. Bon-Macy’s, Burdines-Macy’s,
Goldsmith’s-Macy’s, Lazarus-Macy’s
and Rich’s-Macy’s have made Macy’s local
for millions of new customers. This
will allow the company to magnify the
impact of marketing on a nationwide
basis, as well as leverage major events
such as the Macy’s Thanksgiving Day
Parade and the Fourth of July fireworks
in New York.
Meanwhile, Bloomingdale’s continued
to refine its merchandise offerings,
store ambience, marketing approach and
customer service techniques.
FOUR