I wonder if that also garbled market position messaging. I seem to recall the store that became Macy's here was called three or four different names in the las

I wonder if that also garbled market position messaging. I seem to recall the store that became Macy's here was called three or four different names in the last 20 or 30 years. Back when it was Broadway or Robinson-May, the store was in the "higher half" of the market, closer to Dillard's than Penney's, but now the gap is smaller. They can't rely on the (abandoned) name and positioning, and they didn't do a good job of positioning themselves as premium after the rebrand.