Unless they’ve been living under a rock or sequestered in a Tuscan villa for the last six months, most shoppers know that Filene’s is a thing of the past. Since last Saturday’s ribbon-cutting extravaganza, the store is now called Macy’s.

But what’s in a name?

Better private-label brands, more upscale fashions, and an end to the sea of clearance racks, according to store manager Bill Kearns. Oh, and the merchandise selection is tailored to what the customer demands.

“Just because the customer is in mid-Maine doesn’t mean they don’t want a Jones New York suit,” Kearns said. “The people from corporate have been working with us and they’re pumped to give Bangor what it wants.”

Shoppers can expect to see different in-house labels. For women, Valerie Stevens and Amanda Smith are gone. Instead, there’s American Rag for juniors and young men, Charter Club for men and women, as well as Tahari suits, Emma James, JM Collection and Style & Co. for women. Karen Scott remains for women, as does John Ashford for men.

These in-house brands extend to both petite and plus sizes.

Among the national brand offerings are Kenneth Cole Reaction, Chinese Laundry shoes, Michael Kors suits and Sean John casual wear for men, and DKNY for women.

One thing shoppers won’t see are the widespread coupon sales and 90 percent off clearance racks that Filene’s was famous for. One of the major differences between Macy’s and Filene’s is its emphasis on rewarding store credit card holders. Which means shoppers will get more coupons if they have a Macy’s “Star Rewards” card.

On Saturday, the store unveiled Coach, Burberry and ESQ watches, and there has been discussion – but nothing definite – about introducing higher-end denim and handbags, as well.

“Macy’s wants to be the first choice for affordable luxury,” Kearns said.