Marshall Field’s Expands Nationally via Mail
In an effort to bolster sales, the department store chain Marshall Field’s has begun publishing its own catalog according to a story appearing on the Detroit Free Press’ web site.
The Marshall Field’s Direct catalog is seen by the company as a means of expanding its geographical reach without having to build new stores. Approximately 85 percent of the catalogs are going to shoppers outside of the eight states where the chain has physical locations.
George Whalin, president, Retail Management Consultants sees significant potential in this new venture, “Marshall Field’s has limited geographic area, and there are Field’s customers all over the country who would probably buy from their catalog business.”
Marshall Field’s follows in the footsteps of other luxury retailers such as Nordstrom, Bloomingdale’s and Neiman Marcus with its new catalog.
Moderator’s Comment: Is Marshall Field’s expansion
into catalog retailing a good move for the department store chain?
Target Corp., the parent of Marshall Field’s and Mervyn’s,
is not taking a passive approach to the challenges faced by its department stores.
The Marshall Field’s Direct catalog follows the chain’s expanded presence online
on the target.com site.
The catalog and web site offer Marshall Field’s tremendous
opportunities to expand the presence of the company’s brand and, fortunately,
management understands the “branding” value of its new catalog venture. Michael
Moroz, general manager, Marshall Field’s Direct reports that, ” We’re very encouraged
by the results. We believe we are absolutely on brand.” [George
Anderson – Moderator]