What's in a Name?

This weeks big news in Chicago: In a press release from Federated Department Stores, the new owner of Marshall Field's:

Marshall Field's Nameplate Conversion

All Marshall Field's stores will convert to the Macy's nameplate in fall 2006. This includes 62 locations in Michigan, Illinois, Minnesota, Wisconsin, North Dakota, Indiana, Ohio and South Dakota that will continue to be operated by the Minneapolis-based division that will become known as Macy's North.

"From a shopping standpoint, customers will have the best of both worlds in major markets like Chicago, Minneapolis and Detroit. They will continue to benefit from regional buying that remains attuned to local preferences and lifestyles, plus enjoy the distinctive merchandise and shopping experience that's part of the Macy's brand," [Terry J.] Lundgren [Federated's chairman, president and chief executive officer] said.

"We have great respect for the legacy and traditions of Marshall Field's, and we carefully researched customer preferences and studied alternatives before making this decision to incorporate Marshall Field's into the nationwide Macy's brand," Lundgren said. "While the store's name will change, much of what customers love will stay the same, including Marshall Field's traditions and its outstanding record of community and charitable giving. As part of this name change process, we will do everything we can to honor the Marshall Field's heritage, particularly in its Chicago birthplace."

What this dryly-worded excerpt is saying is basically "no more Marshall Field's." Sure, they probably won't tear down the flagship store on State Street in Chicago nor stop the same store's popular tradition of elaborate holiday storefronts, but something will change, something less tangible. What was a unique and special part of Chicago, and a point of pride for locals, will become, as Lynn Becker puts it, "a Macy's outlet." Becker also explains the recent history of Field's and its multiple buyouts, as well as pointing out that the cluster of buildings that make up the State Street store aren't landmarked, so an expedited landmarking of the structures would ensure that gems like the atrium are preserved through the name-change.


Image grabbed from Looper

I've always felt that Field's was something that helped define Chicago, and growing up here I think the two are a great fit. One isn't the same without the other. So if the long shot petition to save Field's doesn't help save the name - and I'm guessing it won't - I won't hesitate to take out my Marshall Field's credit card and cut it up.

Update 01.31.06: Looks like the Marshall Field's name may stick around, at least at the State Street flagship store. Read about it here and here.