Here in Chicago we're still coming to terms with the fact that Marshall Field's is having its name changed to Macy's as well as the recent news that Carson Pirie Scott's State St. location would be closing. It's tough on us since those are iconic Chicago names and each has a loyal following. But the consolidation of franchises and corporate names has had an affect on big clothing brands as well. Where once there were a plethora of retail outlets willing to stock a wide variety of brand names, now there are fewer outlets and each has it's own partnerships. So some brands that had a relationship with a certain retailer are now getting squeezed out when that store is taken over by another. Some manufacturers are scurrying to secure deals with those still in the game and others are opting to take control over their destiny by opening their own retail outlet.

This is going to have a trickle-down affect on the advertising those retailers and brands engage in as well. Already, Macy's is cutting most local spending that Marshall Field's had in favor of their national ad plan. If a company opens its own store it's going to have to advertise that, but do they do so locally or on a national level? And how do those brands advertise themselves if they're not sure where their products are going to be available? Could be a very tricky road the two parties have to navigate in the near future.