"Fielding" an economic opportunity (Chicago, Northbrook: buyers, restaurants, costs)

[edsg25]

The idea is one I have shared before. But the timing is new and more than appropriate: it's a perfect fit.

In these troubled economic times, businesses cater to their customers: it is a buyers' market. I am sure, like me, you've seen all the good deals on travel, restaurants, products out there. We're even told we're "valued".

We know that retail is a disaster zone right now. We also know that Macy's move into the Chicago market by killing off Marshall Field's was a PR and financial fiasco from the start. That period of resentment that Macy's thought would come never did. Chicagoans still boycott the place with a passion.

And with the economy, tough times and a total disdain for Macy's could spell disaster that would even question the store's ability to maintain any kind of Chicago presence.

Thus, wouldn't this be a great time for Macy's to think out of the box and make a move with costs that are relatively inexpensive and the payback on the investment likely to more than returned:

TURN MACY'S BACK TO MARSHALL FIELD'S.

No, I'm not talking about the whole chain. Only the State Street flagship, the only one that counts. Even such treasured former Field's properties like Old Orchard, Oakbrook, and WTP can remain Macy's: suburban department store branches have lost the ability to create excitement like they did in "the day".

So here's the deal....Macy's returns the State Street store to its rightful name: Marshall Field's. It stocks the huge space with the following assortment of departments:

Macy's Inc's Macy's departments
Macy's Inc's Bloomingdale departments
resurrecected departments from the Field's days
independent retailers that lined the lower level

with all packaged as "Marshall Field'

The result: Chicagoans will head back into a place they have shunned. Tourists will go back in to see "Marshall Field's" which, unlike Macy's, they don't have back home. Good will from the move will help those Macy's stores at Old Orchard, Oakbrook, WTP, Hawthorn, Woodfield, Northbrook Ct, etc. And Marshall Field's thus would team up with the opening of its neighbor across the street at B37 to try to make the most inviting atmosphere for a mall that is definitely coming on line at the wrong time.

Win/win...for city and for store. And it is a creative solution for a difficult time for retailers who need all the good will they need.

One simple move, Macy's, and not the most expensive type at that. And you still have WTP as your Chicago flagship, just like your Bloomingdale's division has its a few blocks north at 900N.