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78% of 522 Chicago Shoppers Want Field's to Return:
THREE YEARS LATER, SURVEY
SHOWS CHICAGO OVERWHELMINGLY
WANTS ITS MARSHALL FIELD'S
(CHICAGO--May 15, 2009, Updated Noon, CDT)
A just-completed survey of shoppers in Chicago’s Loop and on North Michigan Avenue indicates that 78% still want Marshall Field’s instead of Macy’s.
The survey of 522 shoppers was conducted anonymously by the grassroots organization FieldsFansChicago.org. Participants responded to three questions regarding their shopping habits at the Chicago store that was Marshall Field’s until 2006 when it was converted to Macy’s. Participants’ brief comments during the survey questions were also noted.
The three survey questions and results are as follows. The statistically rigorous survey had a margin of error of 4.2% ( < 5.0% ) with a confidence level of 95% and a response distribution of 50%.
Do you prefer Marshall Field's, Macy's or both about the same? (522 responses)
- 78.0% preferred Marshall Field's
- 12.6% preferred Macy's
- 9.4% preferred both equally
Do you shop at the store more, less or about the same since the store became Macy's? (521 responses)
- 8.6% said that they shop more
- 72.2% said that they shop less
- 19.2% said that they shop with the same frequency as before
Would you shop at the store more, less or about the same if the store was converted back to Marshall Field's from Macy's? (520 responses)
- 78.3% said that they would shop more
- 2.9% said that they would shop less
- 18.8% said that they would shop with the same frequency as they do now
Three types of comments predominated with great regularity: (1) a number of shoppers not only shop less, they decidedly do not shop Macy's at all since the conversion; (2) they perceive the stores as having lesser-quality merchandise and service since the conversion to Macy's; and (3) many say that the conversion to Macy's was more than a name change--certain merchandise and a "Field's way" of doing business would have to be restored in addition to the name "Marshall Field's" before they would shop the stores again.
Started in 2005, FieldsFansChicago.org is a grassroots organization that has staged protest rallies, letter-writing campaigns and boycott activities with the goal of restoring Marshall Field's in quality and service, as well as name. Its activities have included distributing more than 130,000 leaflets and pin-on buttons and media coverage at the local, national and international levels.
Shareholder representatives with FieldsFansChicago.org presented these findings at Macy's, Inc.'s 2009 Annual Shareholders Meeting, which was held today in Cincinnati. Mr. Terry J. Lundgren, CEO, Chairperson and President, responded to the stockholders in attendance that he had a different take on the Chicago stores.
One supporter of Marshall Field’s recently commented:
"Now is the time for the restoration of Marshall Field's. It would absolutely warm Chicago's heart, and people would turn out in droves to shop there. If anything would get people to spend again, it would be such a turnaround. Lord knows we could use a sign to reassure us that all will be well again. That's what Marshall Field's stood for, if you think about it. In good times and bad, it was a gentle reminder of the good life. Marshall Field’s was a reminder of tradition and quality, even in the Great Depression. We need Marshall Field's more than ever."
For further information, including questions about the methodology and results of the survey, please contact Jim McKay, Co-Organizer of FieldsFansChicago.org, at jjmckay@FieldsFansChicago.org.