Once again, the store formerly known as Marshall Field's is throwing good money after bad with their latest advertising campaign designed to bring people back to the State Street store . . .
Hello??? Anyone??? Bueller??? This is JUST NOT ROCKET SCIENCE. No one wants to shop at the M store in Chicagoland. We want to shop at Marshall Field's. Period.
I mean, REALLY - how long is it going to take before they publicly acknowledge the worst marketing mistake since "New Coke?" Every day I walk down Randolph Street, and for the most part, the windows are "in process." And when they are occasionally unveiled, they hold the most godawful excuses for fashion I've ever seen . . . OK, the recent St. John windows actually had clothes that looked like someone in Chicago would actually wear them, so of course those windows were up for like, a week, tops.
I have continued to have the courage of my convictions - I don't shop there. I don't even go inside. I'm taking my money elsewhere - to places that appreciate me as a consumer, but I sure do miss me my Walnut Room, and Field Gear, and the Benefit makeup counter, and Field Days and the Christmas tree, and the Tiffany ceiling.
I wrote one of my better letters to Federated CEO, Terry Lundgren, when all this went down. But, according to their surveys, no one really cared if they changed the name of the most beloved store in Chicago. WHO DID THEY ASK??? Clearly not anyone who actually shopped there. I see the main floor everyday through the doors when I walk by, and it's a ghost town.
I'm voting with my pocket book. I, personally, have not set foot in the store since the name change. I have waited outside for others (in the rain, I might add) who wanted to spend the free gift cards they received. I toss out the gift cards they send to me.
Come on, Federated - give us back our Field's. Please. Dump the gaudy, cheap red stars and give us back our dark green bags. Take a cue from Marshall Field . . . give the lady what she wants. How can you not have figured it out yet that all we want is our Field's back?