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?
Monday, November 5, 2007
Take Me To MARSHALL FIELD'S
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2 comments:
Great post!
Check out Darrid.Com if you want to take a stroll down memory lane at Marshall Field's!
I miss it too!
I worked for a company inside Fields' when Macy's took over and had to got through some intense communist-era propaganda. At a Q&A with the new management I was the only one ballsy enough to ask about the so called "polling" that the did and guess what they said. Apparently the only people they polled where out in the far suburbs and of a certain age, um under 30, where you are not likely to find Field's brand loyalty. They knew that if they polled a higher age group of shoppers and closer into the city they would not get the results that wanted to publish. I miss Field's, it was the first department store that I remember being loyal to and buying my first grown-up lipstick at, Clinique of course. However, when I left the company I worked for inside of Macy's I called to cancel my credit card and at the time they were so desperate to keep customers they upped me to the platinum level and still give me my employee discount. So stupid them, I will shop there and save money and screw them at the same time!
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