Macy’s Department store has acquired a small department store which had been struggling for many years and finally closed its doors in December of 2007. The First Street Store aka La Primera at 3640 East First Street, was the only department store in East LA for 70 years and (according to business sources) way over due for a make over. Xavier von Dido, Regional VP of Marketing for the Macy’s stores, was quoted as saying, “I am so proud to be part of the team initiating this mega deal for the community of East LA.â€
According to von Dido, Macy’s is planning a fresh array of Hispanic feeling products that will have mass appeal to the forward looking East LA consumer. “If these products go well in East LA,†von Dido said, “we will look towards a national and international saturation campaign of similar products.â€
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