Invasion of The Cachet Snatchers

Retailers tout house brands to boost profits and shopper loyalty

The names on the garment labels conjure up visions of croquet in the English countryside: Jennifer Moore, Christopher Hayes, Morgan Taylor, Charter Club by Jane Justin. The names seem perfectly suited to each designer's personal style as well. Moore proffers the pastel colors of the English garden in her pale pink skirts and sweaters. Taylor is known for undergarments, ranging from emerald green chemises to fuchsia-toned satin slips, which are sold in a boutique filled with Victorian-inspired lace and linen. What shoppers might be surprised to find out, though, is that these designers do not exist. Macy's has concocted these tony...

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