Chris Bagley
The Desert Sun
May 11, 2005
For many it's been a tongue twister, for others a puzzlement and now, for all, it will be no more.
Australian mall owner Westfield will drop the word "Shoppingtown" at most of its 67 shopping centers in the United States, company officials said Tuesday.
While the "Shoppingtown" appellation is common in Australia it never took off in the United States, a company spokesman said.
The malls will change their logos over many months, said Laurel Munson, an official in the company's Los Angeles-based U.S. division. New logos could show up first on business cards and doors.
Signs on buildings and stone monuments would likely be the last to drop the word, Munson said.
She said a specific timetable for altering the signs was not known.
"Obviously it's going to take time," Munson said.
The company added "Shoppingtown" to its U.S. locations about five years ago, Munson said, as it expanded its U.S. presence. The current rebranding isn't part of a larger marketing effort.
Westfield acquired its first U.S. center in Trumbull, Conn., in 1977.
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