If the Shoe Fits ...

Macy's CFO says Chicago women have a “huge demand” for bigger shoes.

By Andrew Greiner
|  Thursday, Aug 13, 2009  |  Updated 8:45 AM CDT
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Chicago is often referred to as “the City of Big Shoulders,” but city of big honkin’ feet might be more appropriate.

 The reason: local ladies want Macy's to sell more size 11s, according to a survey conducted by the shopping chain, which landed in Chicago three years ago.
 
Responding to what they saw as a dearth of comfortable footwear, responders to the survey overwhelmingly asked that the department store stock some bigger footwear, the Sun-Times notes.

Chief Financial Officer Karen Hoguet called it a “huge demand” for bigger shoes during an earnings report conference call with investors. 

“We’re are showing (size 11) shoes on the sales floor and making it easier for sales associates to help customers (with them),” Hoguet said. “In some cases, we’re seeing double-digit pairs of shoes bought when women can find their size.”
 
On the flip, customers also want smaller shoes … for the kiddies. Thus Macys is bringing back its Stride Rite brand of children’s footwear.
 
The survey initiative, called “My Macy’s,” has been instrumental in helping the shopping behemoth ease tensions after taking over local business, like Chicago’s Marshall Fields.
 
The program debuted in 20 pilot stores, including Chicago, and all of those 20 stores outperformed and continue to outpace the rest of the retailer’s units. The program is now up and running in all Macys location, lending hope to Macy’s desire for a strong 2010.

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