MACYS.COM RECONFIGURES MARKETING STRATEGIES

Macy's Print Catalog to Be Closed

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SAN FRANCISCO (AdAge.com) -- Federated Department Stores has become the latest retailer to trim its online offerings.

Federated's online unit for Macy's, macys.com, will cut back online merchandise sold, eliminating petite and larger sizes, as well as career

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and swimwear. Selections in bridal, home, gifts and jewelry will be expanded, the company said.

Bloomingdales.com changes
At the same time, the Web site for its upscale Bloomingdale's store, bloomingdales.com, will no longer sell products and will become an informational site. Its popular bridal registry will continue under a WeddingChannel.com partnership.

In other shifts, Federated is closing the Macy's catalog operation. Bloomingdale's by Mail catalog will continue, with the bloomingdales.com Web site roviding electronic order forms.

Overall, the changes will result in the cutback of about 100 jobs, the company said.

Federated Chairman-CEO James M. Zimmerman said the company remains "committed to pursuing our Internet strategies."

Web operators have begun to shift back to basics as they evolve site offerings.

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