(For more retail coverage, click GlobeSt.com/RETAIL.)

MINNEAPOLIS-Although Federated Department Stores Inc. held off on its decision late last week on whether to rebrand Marshall Field's 62 department stores, some observers think it is inevitable that the department store chain will convert the Upper Midwest chain to Macy's, as it is doing with most of the rest of its department stores. But then, others think a name change would be foolish.

Federated said last week it intends to convert to the Macy's brand several regional department store chains it is buying through its pending $11-billion takeover of May Department Stores Co. The conversions, which are expected to begin next year, will nearly double Macy's national presence from about 400 to 730 locations. But the Cincinnati-based retailer said it planned to allow the Marshall Field's retail banner to fly as is despite its massive expansion of its Macy's brand.

Retail consultants are split on whether the name will change--some argue it makes sense for Federated to retain the valuable, upscale Field's brand, while others argue it makes sense to consolidate and unify the names in Federated's bid to create a "mega-brand" in Macy's.

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