Executives of the nation's fourth-largest retailer said the change, effective Oct. 1, was unrelated to the quality of Ayer's award-winning work.

But Mr. Watson said sales at the nation's fourth-largest retailer, would be flat or show a small gain for December.

In a typical showing, the Dayton Hudson Corporation, the nation's fourth-largest retailer, said its sales rose by 2.7 percent in November, to $1.59 billion.

Macy's is seeking to create the nation's fourth-largest retailer, which would have annual sales of $16.4 billion.

Dayton Hudson, the nation's fourth-largest retailer, has had mixed success developing new stores.

The company grew to become the fourth-largest automotive retailer in the United States, with revenue of more than $5 billion a year.

Penney, America's fourth-largest retailer, is the country's largest fashion-oriented department store, selling more men's suits and women's fashions than any of its rivals in the shopping malls.

The stakes for the campaign, to begin appearing on Sept. 6, could not be higher for Sears, the nation's fourth-largest retailer.

Dayton Hudson, the nation's fourth-largest retailer, with discount and department stores in 33 states, did not disclose statistics on sales.

The merger would create the fourth-largest French retailer, with sales of 117 billion francs ($23 billion).