For 120 years Hudson’s has been a household name throughout Michigan. But Friday Hudson’s announced it will change its name.
Department store officials say all 21 Hudson’s will take on the name of Marshall Field’s, a company that the Dayton Hudson Corporation purchased in 1990. The corporation’s other chain, Dayton’s, also will change names of all 19 stores to Marshall Field’s.
Lynne Galia, a spokeswoman with the department store chain said Marshall Field’s is its most recognized brand and the change will hopefully improve business.
“Basically Marshall Field’s is one of the most recognized names in retail industry and it is our largest business of the three,” she said. “And Marshall Field’s is known worldwide as a leading department store.”
Despite the name change, everything else about Hudson’s will remain the same.
“The stores will stay as they are, it is a name change only,” Galia said. “We are always improving our brands, but this particular name change won’t change how the stores look.”
Galia said with help from the department store’s online gift registry, which it hopes to initiate this year, national presence will grow - a reason the corporation felt it was appropriate time to change the names.
MSU marketing Professor R. Dale Wilson said the name change is a smart marketing tool.
“That makes great sense,” he said. “The thing about a brand name is that it communicates your image. The name ‘Hudson’s’ has an old fashion image. Marshall Field’s is more sophisticated and helps upscale the store.
“It really solidifies your image if you’re selling under one brand name instead of two.”
Wilson also said the fact that Hudson’s has been around for such a long time could have been a reason for the name change.
“A brand name goes stale on you, and my guess is that is what happened to Hudson’s,” he said. “When people select stores they don’t always make selections on who’s been around the longest but on who fits the description they want.”
“So the historic aspect of Hudson’s doesn’t always help.”
Many Hudson’s shoppers feel that the name change won’t make a difference in how shoppers view the store.
“I think people are going to see through changing a name,” human biology sophomore Ailese Scott said Monday while shopping. “Hudson’s has been there long enough that people aren’t going to think of it any differently because of a different name.”
Lansing resident Marvin Seal agrees that the name change won’t affect the store’s value.
“As long as quality and service remain the same the name is immaterial,” he said.
However, some shoppers worry the Marshall Field’s tag may deter some shoppers from coming to the store.
“I always thought Marshall Field’s was a more expensive store,” Grand Ledge resident Jeanie Boes said. “Some people might hesitate to come there if they thought that.”
Claudia Frederick, regional marketing director for Meridian Mall, 1982 Grand River Ave., said shoppers shouldn’t worry that the new name will affect prices and merchandise in the store.
“Marshall Field’s is their biggest brand, and it will allow Hudson’s to offer more to their customers,” she said.“It will be the same store operating under a different name.”
