STILL...
4 of 5 Chicago Shoppers Want Marshall Field's

FOR IMMEDIATE RELEASE
(CHICAGO-May 18, 2012)

FieldsFansChicago.org Annual Survey Results
Survey Shows Overwhelming Demand for Marshall Field's Continues to Hold Steady:
Four Out of Five Chicago Shoppers Still Prefer Marshall Field's Over Macy's

Contact:        Jim McKay, Co-Organizer, FieldsFansChicago.org
Email:      info AT FieldsFansChicago DOT org

The latest survey of North Michigan Avenue and State Street shoppers completed in the past eleven weeks indicates that 78% continue to prefer Marshall Field's over Macy's.  Comparable surveys administered in 2009, 2010 and 2011 showed that 78%, 81% and 79% (respectively) preferred Marshall Field's to Macy's.  As such, there has been no statistically significant change in the shopping preference for Marshall Field's in the past four years.

The survey of 477 shoppers was conducted anonymously by the grassroots organization FieldsFansChicago.org.  Three questions were administered.  Results from 2009, 2010 and 2011 are shown in parenthesis.  This year's survey had a margin of error of 4.43% ( < 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?
-  78.4% preferred Marshall Field's (2009: 78.0% / 2010: 80.8% / 2011: 79.0%)
-  14.0% preferred Macy's (2009: 12.6% / 2010: 12.7% /  2011: 12.5%)
-  7.5% preferred both equally (2009: 9.4% / 2010: 6.5% / 2011: 8.4%)

*  Do you shop at the store more, less or about the same since the store became Macy's?
-  7.1% said that they shop more (2009: 8.6% / 2010: 6.7% / 2011: 7.8%)
-  72.3% said that they shop less (2009: 72.2% / 2010: 71.5% / 2011: 72.5%)
-  20.6% said that they shop with the same frequency (2009: 19.2% / 2010: 21.7% / 2011: 19.7%)

*  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?
-  78.0% said that they would shop more (2009: 78.3% / 2010: 77.1% / 2011: 78.2%)
-  3.5% said that they would shop less (2009: 2.9% / 2010: 4.7% / 2011: 3.1%)
-  18.5%  would shop with the same frequency as now (2009: 18.8% / 2010: 18.1% / 2011: 18.6%)

The statistically rigorous survey is a preliminary assessment of respondents' preferences and perceptions and should be considered as the basis for future, more in-depth analysis.

The results were related to Macy's, Inc.'s CEO, President and Chairman, Terry J. Lundgren, and Macy's Board of Directors by Mr. Frank Farmer Loomis immediately after today's annual meeting of shareholders in Cincinnati.   Based in Cincinnati, Mr. Farmer Loomis is an antique authority with his own radio show in Macy's "co-hometown."   Said Mr. Jim McKay, Co-organizer at FieldsFansChicago.org, "Mr. Farmer Loomis is representative of the millions nationally and internationally -- outside of Chicagoland -- who continue to want to see Marshall Field's restored to its rightful place on State Street."

Further information about the survey, results and the grass-roots organization FieldsFansChicago.org can be found at http://www.fieldsfanschicago.org  

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