Currently, Macy’s is organized into five divisions, with Bloomingdales being the sixth division of Federated. These five are Macy’s Central, Macy’s East, Macy’s Florida , Macy’s Northwest, and Macy’s West. After 2006, with the takeover of Marshall-Fields, will come a sixth division of Macy’s to be named Macy’s North.[2]

By the fall of 2006, Macy’s will have approximately 730 stores in the U.S. , as well as some overseas in places like Puerto Rico.[3] The flagship store at Herald Square , with 2,150,000 ft of selling floor, continues to claim the title of “The World’s Largest Store,” (though some argue that the GUM store in Moscow , Russia is larger).[4]

Regardless of actual size, Macy’s remains one of the most famous stores in the world, immortalized in people’s minds as the “Store with a heart,” and synonymous in many minds with quality brands at affordable prices. Speaking of the merge with Federated and alluding to Macy’s prominence, former Macy’s chief financial officer Diane Baker said in 1995 that “Federated paid a full price, but they got a world-class brand name. Bloomingdale’s is New York ; Macy’s is America .”[5]

The recent moves to consolidate have, however, spawned some negative reactions. Many shoppers are mourning the loss of their favorite department stores, and are angry at the decision to replace so many historical store-names with “Macy’s.” There is concern over what will happen to jobs when the company begins to close stores, and many shoppers worry about which local store-traditions will be preserved and obliterated with the changes.

In order to make the changes occur more smoothly, Macy’s is launching a new customer loyalty program at all divisions. More than 14 million credit card customers will be receiving Macy’s credit cards and “Star Rewards” loyalty program details in mailings. This will constitute one of the largest credit-mailing programs in American History.[6]

Special events like in-store charity shopping days to benefit local non-profit organizations are to be held, further emphasizing the image of Macy’s as “The store with a heart.” In addition, Macy’s will expand its holiday celebrations by holding fireworks and mini-Macy’s parade events in selected cities. In these parades, certain Macy’s balloons will be featured, including Snoopy, the Macy’s Elf and Stars, and some marching bands.

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[Images]
Macy's image courtesy of: David John Tillquist<http://www.citycliks.com/nyc.htm> © 1992 copyright
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[Citations]
[1] Wikipedia The Free Encyclopedia, "Macy's," 27 November 2005. <http://en.wikipedia.org/wiki/Macys> (6 Decemeber 2005).
[2] Wikipedia The Free Encyclopedia, "Macy's," 27 November 2005. <http://en.wikipedia.org/wiki/Macys> (6 Decemeber 2005).
[3] Macy's, "Macy's Company History," n.d. <http://www1.macys.com/store/about/history/index.jsp> (6 December 2005).
[4] Wikipedia The Free Encyclopedia, "Macy's," 27 November 2005. <http://en.wikipedia.org/wiki/Macys> (6 Decemeber 2005).
[5] Trachtenberg, Jeffrey A. The Rain on Macy's Parade: How Greed, Ambition, and Folly Ruined America's Greatest Store. New York, Times Business, 1996. (6 December 2005).
[6] Federated Department Stores Incorporated. "Macy's Star Rewards Program Attracts, Keep Customers." n.d. <http://www.fds.com/company/starrewards.asp> (5 December 2005).