Growing up in New York, Macy's meant Herald Square, and a damned fine department store. Nowadays, Macy's on 34th is still a decent dept store, but the brand as a whole is shit. What on earth was federated thinking when they re-branded every shitty department store in the country as a Macy's? Macy's is now synonymous with crap. Why would they move into markets like Chicago, and change the name and lower the standards of beloved institutions like Marshall Fields? Wouldn't it have been easier to manage locally branded stores with strong consumer bases, and just call all new stores Macy's?