Lisa Merriam

Macy’s Blunders with Marshall Fields Brand Name Change

Macy’s thought it could cut costs and achieve buying efficiencies if it created one single national department store chain. That thinking led to a major brand blunder in Chicago. Watch as shoppers share their feelings about the loss of Marshall Fields and its replacement by Macy’s. Marshall Fields has such a devoted brand following that even two years later, protests remain wide-spread and vigorous. Visit,, and for a sample of how shoppers and brand devotees keep hope for a return of Marshall Fields–not just the name, but the entire brand experience–alive.

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