I agree Macy's made a big mistake by moving the buying team away from their local market. When I owned my own stores, we knew who we were buying for, we actually had our customers in mind. I knew who she was, where she vacationed, where she lived, and what she needed for, and when we needed to have those goods in the store for her to buy. How is someone from Minnesota going to know what my Miami girl needs? Never! I am afraid that it may be too late for Macy's as they have tainted their name in the customer's eyes. They need a new team of buyers, merchandisers, and visionaries that will bring back what a department store is truly supposed to be. It will take time.
As a fan of private label, I feel that private label is good for companies to promote brand awareness, loyalty, and margins, but I feel that the name chosen doesn't mean anything, and I feel that it will "turn off" customers.