Target Corp. over the next year is changing the name of itsDayton's and Hudson's department stores to Marshall Field's. The movemarks the end of the venerable Dayton's and Hudson's store names. Last year, Dayton Hudson Corp., which started Target as its discount unit, officially changed its name to Target Corp. Dayton's and Hudson's have a total of 40 stores in Minnesota and Michigan, compared with 24 Marshall Field's units in four states. Marshall Field's, however, has a more upscale reputation than the other chains. The move provides the company with a platform to brand Marshall Field's nationally or to prepare Target's department store unit for possible sale. In addition to Target's discount stores, the corporation also owns Mervyn's of California with 267 stores in14 states. Target uses a nunber of agencies as well as in-house staff for advertising.
Copyright January 2001, Crain Communications Inc.