Macy's coming to Utah soon

A new retail star is rising in Utah. At 9 a.m. on Sept. 9.

That's the day Utah's eight Meier & Frank stores officially become Macy's, as part of the 400-store transition resulting from the purchase last year by Federated Department Stores (parent company of Macy's) of The May Co. (Meier & Frank's parent).

Macy's, with its trademark star logo, promises better, more and more diverse products, displayed in a cleaner, more shopper-friendly environment, spokeswoman Denise Hinton said Monday.

"It's definitely a real step up, both in fashion and in pricing" from Meier & Frank, Hinton said. "You'll still be able to find wonderful everyday values like you could find previously at Meier & Frank, but we'll also be taking a step up in our good lines and in our better lines."

The changes:

• Where Meier & Frank stocked its merchandise in three-tiered displays, perching some merchandise out of reach of customers, Macy's will display it in two. Aisles will be wider and clothing racks more widely spaced.

• Where Meier & Frank employees were responsible for customer service, stocking and cleaning the display areas, Hinton said Macy's has split its shifts so that one crew will be responsible for cleanliness and orderliness, while the other will focus solely on sales and customer service.

• All Macy's stores will include expanded petite and plus-size departments for women, Hinton said. Macy's also will expand its shoe departments by about 50 percent. The bridal registry will improve, as will its maternity department.

Focus groups conducted in February also led Macy's to tailor its Utah stores, Hinton said. Customers stated a preference for more dresses of modest cut, with longer sleeves and skirts, without looking frumpy or dated. Men said they wanted more white-on-white dress shirts and a bigger selection of suits. All of which Macy's will deliver, Hinton said.

"Our buyers have really listened (to the focus group responses), and there will be a broader assortment, and more, of these items," she said.

Moreover, Hinton said, Macy's research indicates that some areas sell more children's- and junior-wear, while others sell more formal or upscale apparel. The stores will be stocked accordingly with a bigger selection of what customers want, she said.

About 70 percent of the merchandise offered beginning Sept. 9 will be new to Meier & Frank shoppers, Hinton said.