CHICAGO — The Marshall Field’s flagship, considered the most architecturally impressive department store flagship in the country with its vastness and soaring atriums, is now called Macy’s on State Street.
Other Field’s units are simply called Macy’s, but in the Chicago Loop, Federated wants to underscore the landmark’s distinction and ties to the city, not unlike how Macy’s in Manhattan is referred to as Macy’s Herald Square, the largest store in the world. It’s also where Federated faces the most resistance to the changeover and has implemented the most extensive changes to woo shoppers.
“When we converted Jordan Marsh to Macy’s, Bullocks to Macy’s and A&S to Macy’s, there was also the same kind of protest. People always wanted to us to keep the name,” recalled Allen Questrom, the former chairman and chief executive officer of Federated and J.C. Penney. “But with one name, the corporation could focus on improving service and marketing. With the cost of media today, it’s stupid not to. Macy’s will now have the same advantage as Target or Wal-Mart or Sears Roebuck,” to devote advertising to high-profile national media where the impact is greater, rather than only local media.
“Quite frankly, I don’t think Marshall Field’s under Dayton Hudson [which sold Field’s to May] had full assortments. It was tired-looking,” said Questrom. “Federated is a positive because its merchandise is more upscale and attractively assorted. I suggest that a year from now, Chicago customers will be happier than they may be today.”
Retailers suggest the Field’s flagship, though enormously popular, hasn’t produced the desired returns on investments that have been plowed into the site. “To keep this store going, you have to keep investing,” noted Ralph Hughes, regional vice president overseeing the State Street flagship, and two other store sites. “Things in this building have been changing very quickly. Something has been happening on every floor. Macy’s is coming in with plenty of resources to make this changeover right.”
The most dramatic change at the flagship is the infiltration of Macy’s private labels. Charter Club has replaced Field Gear, and in several cases, private labels are front and center, right off escalators, altering the placement of some well-known brands. Charter Club pushed back Liz Claiborne, and I.N.C. men’s wear stands just ahead of Calvin Klein men’s, which had been out in front on the floor. Calvin Klein women’s was moved forward to a better spot. “The private label is what’s new, so I wanted to show it,” Hughes said.
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In addition, some brands have received additional space since the merger, including Eileen Fisher, Coach, Joseph Abboud, Hugo Boss and Levi’s, Hughes added.
The “Macy-izing” on State Street and other locations also includes:
- A pricing shift for private label and some brands including Nine West and Jones New York to “everyday value,” Federated’s term for everyday low pricing.
- A bigger shop to showcase local designers through September. It has 47 ready-to-wear and accessories collections, from 19 last year. After September, collections get integrated into appropriate areas in the store.
- Signage has changed from Field’s signature green to Macy’s red. But the Marshall Field’s crest on the exterior and interior remain.
- Graphics illustrate urban icons like the St. Louis Arch, Sears Tower and Empire State Building to convey Macy’s new national scope.
- More directional signs that are easier to read.
- Price scanners have been installed. Eventually, they will also provide gift card scanning to read dollar amounts.
- Aisles are wider, with a 32-inch minimum.
- 150-square-foot vestibules have been added by fitting rooms so people can sit and wait for those trying on clothes.
- The designer department, called 28 Shops, has its own elevator from the ground floor, its own shopping bags, and provides valet parking.
- Displays and fixtures have been lowered by a few inches for better vistas across selling floors.
- Return policy has been extended to 180 days from 90.