Phasing out Famous

~ The department store at West Park Mall is preparing to become Macy's next month.

When Macy's department store parades into West Park Mall on Sept. 9 -- replacing Famous Barr as part of a national changeover -- it will be bring a powerful brand name to the region.

"Macy's is definitely a national brand name, while Famous was more regional," said Dr. Judith Wiles, a professor of marketing at Southeast Missouri State University.

Wiles points out that everyone knows of the nationally televised Macy's Day Parade on Thanksgiving. Macy's was also the backdrop for the 1947 Christmas classic "Miracle on 34th Street," in which the department store's Santa claims to be the real deal.

"In terms of changing over to that particular brand name, it should be perceived as very positive," Wiles said.

Macy's parent company, Federated Department Stores Inc., purchased Famous Barr's parent, May Department Stores Co., last year for $11.9 billion. Federated now commands about 25 percent of the U.S. department store business, with about 800 stores. Stores such as Hecht's, Foley's, Filene's, Marshall Field's and Famous Barr are being converted over to Macy's.

The Famous Barr at West Park Mall in Cape Girardeau won't officially become Macy's until September, but preparation has gone on for months. A Macy's sign -- presumably with the company's red and black logo -- is already in place, but it is blanketed with a Famous Barr banner that will be pulled away during a changeover ceremony Sept. 9.

The transition at the mall store has been "basically seamless," said store manager Sharon Ebersohl. The store's 150 employees have been trained on the new Macy's brand merchandise and labels, she said, and much of the new merchandise is already in place.

"We've really seen a lot of it come in the last six weeks," she said.

40 percent new merchandise

The store is picking up all of the brands that Macy's offers, while the Famous Barr brands are being phased out, she said. Exclusive brands of Famous-Barr, however, will be replaced by Macy's exclusive brands. The only Famous-Barr brands remaining are Karen Scott women's shoes and men's clothier John Ashford, according to Macy's spokesman Nathan Shore.

"The name brands that customers are used to will still be there, like a Liz Claiborne," Shore said.

About 40 percent of the merchandise at Macy's will be new, he said.

Macy's is embracing an easier shopping experience for customers, Ebersohl said. The aisles are wider and the store is cleaner and brighter, she said.

"It should be easier to shop and make your way through the store," she said.

While there had been rumblings about employee firings, Ebersohl and Shore said it's not true.

Also, more than 12 million Macy's cards -- that had formerly been other May store credit cards -- have been mailed out to replace cards like the ones Famous Barr customers had.

Shore said being part of a national brand gives the company the best of both worlds. The company will now be able to provide the benefits of a national brand, such as a wider reach for gift cards, a national gift registry, etc.

Still, he said, a division headquarters is based in St. Louis.

"That will make us better able to understand the needs of our Midwest customers including those shopping at the Cape Girardeau store," he said.

Customers said they were excited that Macy's was coming to the area, but they had some worries.

"I'm afraid the prices will go up," said Delanie Tanchek, who shops at Famous four or five times a month. "I think Macy's will be fine, but Macy's has that stigma of being on the higher end."

But she agreed that it has more prestige than Famous Barr.

"It has a big-city feel," she said.

smoyers@semissourian.com

335-6611, extension 137