In the matter of Macy’s vs. the people of Chicago who loved and miss Marshall Field’s, what you fail to understand, Mr. Lundgren, is the importance of tradition. Marshall Field’s was a Chicago tradition.
It’s true that tradition seems less and less important today. I mean, you took away Atlanta’s long-beloved Rich’s department store and turned it into another Macy’s. A fast food chain took Atlanta’s Peach Bowl and made it a chicken bowl — the now supposedly important Chick – fil – A Bowl. Our hometown banks have been swallowed up. Landmarks disappear. I’m sure you get my point.
One tradition that I predict will never succumb to this disdain of tradition is The Masters — Augusta, Georgia’s venerable golf tournament. Would you want The Masters to become The Cadillac? Would you want those simple ham sandwiches sold in unmarked wrapping at Augusta National to suddenly carry a logo? Would you want the marketeers to take over?
I say no. Neither would anybody, even — I dare say — Cadillac.
So why, Mr. Lundgren, do you not grasp the importance of the tradition of Marshall Field’s in Chicago? Why must you paste the Macy’s name on top of such a popular local name? You bought it, true, so you can do with it what you want.
But what a lousy attitude. Would you not rather be celebrated — and indeed loved — for respecting tradition in that toddlin’ town? Mr. Lundgren, step out of the accountant’s office. As a retailer, you of all people should know that many times shopping is all about emotion — a dress that makes you feel pretty, a new sofa you can’t afford but which you love, a present you must buy just because.
This is one of those times when emotion should win out over rationale. Do it, Mr. Lundgren, because it is the right thing to do.