Protesters Harass Macy's

You know the saying, "forgive and forget?" Well, some people can't get past the wrong committed against them in the first place. When dollars are at stake, it quickly turns into a huge ugly mess. Insert the Chicago Macy's debacle. Protesters have been stalking the store since it changed from the Marshall Field's brand to Macy's more than two years ago. Macy's, being the smart retail giant that it is, worked hard to placate the protesters. Last holiday season, the retailer went all out with expensive and extravagant decorations, trying to ease protester pain.

 But, that was last Christmas.

The protesters are still angry and refuse to back down. So strong is their love for Marshall Field's that they cannot get over the fact that a big Macy's sign hangs there instead. In fact, a recent rally had more in attendance than the initial protests in September 2006! And get this--the Field's lovers have even created an anti-Macy's group called Field's Fans Chicago. Its founder, Jim McKay, had this to say about the stand-off, "We're not acquiescing. It's part of our civic identity, it's part of our history."

Okay Jim, can I call you Jim? This is a DEPARTMENT STORE we're talking about. Not a historical landmark or the defaming of the Chicago Cubs. Get Over It. Please.

Unfortunately, they aren't getting over it. At least, not any time soon. And finally, Macy's has had enough. They'll no longer try to win over the Field's fan club, and instead will focus on attracting younger shoppers who are buying downtown Chicago condominiums. Frank Guzzetta, former president of Marshall Field's and now chairman and CEO of Macy's North, had this to say, "You have to, at some point, stop and say, 'I apologize. I'm sorry you feel that way' and move on. We wanted so hard to not disappoint the old Marshall Field's customer that we put an excess amount of energy on that and not enough on making sure the store was what everyone wanted."

Amen, brother.

So, moving upward and onward, Macy's has launched a full "Take Me to State Street" campaign filled with innovative and fun ideas that you don't typically expect from a traditional retailer. A wine bar, free wireless Internet, FAO Schwarz toy store and college nights with denim fitting clinics are all new additions. The layout of the store will also be modified, with an expanded plus-size women's section and young men's department, as well as an increase of its private-label faves, such as Alfani and I.N.C. For the holidays, the store windows will be decorated in a Nutcracker theme, with the goal of giving this season a more local angle. Nice! It's good to see that the Chicago Macy's store is getting its groove back.

Living in the past is never a good thing. And even though the Chicago store represents big dollars for Macy's, I'm proud of them for not trying to finagle with the Field's lovers any longer. Sometimes, you just have to let it go.

What do you think of the Macy's protesters? Are they wasting their time or is it important that they're still hating on the retailer? Do tell!

--Heather Strang

Comments

[William Carson]

I like online shopping Recently I found Macys store on Couponalbum.com which provides all fresh coupons, coupon codes & deals..!!

[Lynnette Braillard]

The war in Iraq is costing the American people 10 million dollars a day and our military heroes are dying daily (Over 500 Billion spent and counting on the war--that's okay though, our children can deal with it); Over 50 million Americans have no health insurance; Social Security will run out by 2040 and Medicare will be out by 2018--what will happen to our elderly population?; Global warming and environmental concerns: too much to list here. I could go on and on.

And the topic of a department store that was bought out and changed to, God forbid, a Macy's is important why? Wake up people and please, please, please look at the bigger picture.

[Hdtex]

It's nice to see the "diva" finally allowing commentors here...And Heather obviously lives in Atlanta not Chicago.
Macy's in no ways compares to Marshall Fields. Macy's Herald Square has been a dowdy mess for years, and while Marxhall Fields perhaps had seen better days, they really put everything into that State Street location, in a way that had not been seen since the golden days of department store.
If Macy's thought they could strong arm their way into the hearts and minds of Chicago did they EVER miss the mark.
See, I remember those golden days, and while they may be gone for good, for a retailer to come in and trash the proud traditions of a group of citizens is something to consider BEFORE taking action.
I wish other cities had as much civic pride. Think back to all of the great names that are now gone.
Remember too the early ninties when Macy's was gasping for life. They seem to have forgotten those days. I for one will never shop in a Macys. They lack imagination, quality, service, and any panache. Unfortunately most consumers, like me, have taken their business elsewhere.

[elizabeth]

I think the protesters are actually performing a very real service. They are a constant reminder to Macy's, the retail analysts, and to Wall Street why Macy's is failing in the Chicago market. It is not because of the weather or the economy, or even Macy's uneven customer service. Macy's is failing because they have insufferably arrogant management, did not do their homework in this market, and can't hold a candle to Marshall Field's. Macy's apparently also forgot that this is a big city and there are plenty of other places to shop in Chicago.

[Beth]

I would like to respond to your comment about Marshall Field's not being worthy of appreciation as an historical landmark or the Cubs.

Certainly other posters have addressed Field's importance as one of Chicago's greatest historical assets and the State Street store is certainly a landmark.

But as to your comparison to the Cubs, you might be interested to know about an event last summer that shows how much Marshall Field's is revered and closely associated with the city. Venetian Night is a very popular Chicago event that attracts more than 750,000 people to the lakefront for a decorated boat parade and fireworks that put the 4th of July show to shame. This year there was a Marshall Field's boat in the parade, along with boats for the Bears, Bulls, White Sox and Cubs.

Of course all of these boats received cheers and applause from the assembled crowd, but the Field's boat elicited a much more enthusiastic response that any other - along with scattered cries of "boo Macy's". Clearly, Chicago is Marshall Field's kind of town!

If you would like to see and hear this for yourself, there are some video clips posted on YouTube.

[Jennifer]

Here's a Field's / Macy's comparison that says a lot about the difference between the two stores and may help you understand why people are so upset.

Macy's celebrates Field's wonderful holiday Great Tree tradition with promotions for MACY'S centennial tree. It's not Macy's 100th, it's their 2nd.

The tree was designed by Martha Stewart and serves as a Macy's promotion of sales of Martha's housewares and made-in-china Christmas ornaments. Not the most respectful way to continue an elegant Field's tradition.

Field's last tree and Walnut Room decorations were designed by the White House designer for administrations back to the Reagans. Field's decorations and tree were re-creations of the elegant Kennedy administration designs of 1962 and Field's invited Caroline Kennedy to do the honors and light the tree.

The year before that, Waterford Crystal did the decorating honors, custom designed and not for sale. Note that while Field's did carry Waterford's premium table top crystal, Macy's carries only the lower quality and less expensive secondary lines like Marquis.

[Michelle]

Please consider that Field's importance to Chicago is far more significant than you realize. Field's on State Street was the city's third most popular tourist destination and attracted more than 9 Million customers and sales of $250 Million each year until Macy's took over. Furthermore, Field's attract more high-end customers that are so important to the vitality and health of communities, shopping districts and malls that have seen declines since Macy's took over.

Field's is recognized throughout the world as a unique Chicago icon and thus was a valuable resource to enhance the city's reputation, as evidenced by Field's prominence in city and state tourism campaigns and countless films and TV programs.

Field's contributions to Chicago are without equal anywhere in the US. Of course there are the many generations of traditions shared with Field's. Certainly these can't be replaced by a rather generic national chain store. But more than this, Field's contributions to Chicago's development helped to create and define our city's culture and character. Field's leadership and generosity gave Chicago the Field's Museum, the Museum of Science and Industry, the Shedd Aquarium, The Art Institute and with John Rockefeller the University of Chicago. Field's led all Chicago companies in helping the city rebuild after the Chicago Fire and Field's commitment to employees and local charities helped the city survive the Great Depression, most impressively Field's built the Merchandise Mart during the Great Depression as an investment in the city's future.

Field's is more than just another store and Field's loss to Chicago is felt by more than a few hundred vocal protesters. In fact, it's not just the protesters than are angry, millions fewer customers shop at Macy's tourist appeal is practically non-existent. Analysts estimate that at just the State Street store sales and customer visits are down by as mush as 40%, meaning a loss of nearly 4 million customers and more than $100 Million at this one former Field's location. The protester merely give a voice to the millions of people who appreciate Field's value to Chicago and who would prefer to see Field's restored.

Please also note that Frank Guzzetta was only President of Field's for 5 months before being acquired and integrated into the May Company. Macy's began overtures for the May Company long before that time, so Mr. Guzzetta is hardly an appropriate indicator of the leadership and values that kept Field's profitable and positioned for growth under Target's many years of ownership.

[rowe]

Heather, you obviously never experienced Marshall Fields! They used to have traditions and grandeur at holiday time with amazing holiday windows. I began going to downtown Chicago at Christmas time to see all the beauty when I was 7 years old. When I heard they were changing the name to Macy's it was like a huge tradition had died. It was a sad day when the Marshall Fields name was replaced with Macy's. Why should the public continue to allow conglomerates to homogenize local nameplates without being able to voice their opinions?

[RP]

I must, respectfully, disagree with you on this matter. I, too, once lived in Chicago and remember fondly my first shopping experience at Marshall Field's at the tender young age of 26! Having lived and shopped in stores (mostly chains) across the US, Canada and Mexico, I can say that MF was my first breath-taking experience in a store. It was an intangible feeling that I describe as a mix of nostalgia, history, novelty and excitement. Unfortunately, most retail design these days seems to be an amalgam of repetitious and austere design elements which have deleterious effects on the idea of sense-of-place upon which classic designs have survived. I expect that most will be replaced, over-and-over, until retailers understand and cater to their unique local clientele and locations, rather than creating a bland experience to be rubber-stamped all over the world!
P.S. Yes, we are still upset here in Seattle about losing our cherished Bon Marche to the Macy's machine. If we wanted to shop in those severe stores, we would live in Manhattan!!!

[Ron Bauer]

Heather's comments on the die hard Fields fans are a little harsh......Macy's is fine store but not Fields to many native Chicagoans. The Fields building is a landmark statice I believe and maybe Heather has never had any passoion about anything.

[hardliner]

Heather, it's obvious that you are not from Chicago or else you would know that Field's IS an historical landmark downtown. And you are definately safer to defame the Cubs than to dis Field's. Comparing Fields and Macy's is like comparing Target and Walmart, same types of stuff, but different levels of cool.

[Jim]

It is nice that there aren't any important issues going on in Chicago or the WORLD that the protesters can concentrate on real issues.

Do they not understand cooperate business? Do they think if they push Macy's out of the city, that Marshall Field's will come back like a dog scared away with his tail between his legs.

Silly consumer wh*res.