Edward Hungerford

“ The bright red and yellow wagons and trucks—each bearing its good-luck symbol of the red star—carry Herald Square to the far limits of a far-flung city. The men who ride them are upon the outposts of salesmanship. Yet through system and through organization they are forever closely connected with it. The blood that courses through your [Pg 200] finger-tips comes straight from your heart. The life-blood of understanding, of enthusiasm, of morale, that Macy's outriders bring with them is the life-blood of the humanized machine that functions so steadily there in the heart of Manhattan. ”

“ I should like to show you Macy's as a machine of buying. Obviously one cannot sell, without first buying. Buying must at all times precede selling, while to meet competition and still sell goods at a profit, the keenest sort of shrewd merchandising must be used in purchasing. Your buyer must be no less a salesman than he who stands behind the retail counters and, what is more to the point, he must constantly keep his finger upon the pulse of the market. ”

“ You see the difficulty is that so many girls coming out of schools such as these look upon business not as a boy would look at it, as a career with indefinite and permanent possibilities, but rather as a bridge between schooling and matrimony—a bridge of but four, or five, or six years. And when they are frank with me—and they often are—and tell me of this bridge that is in their minds, I am frank to advise office work. It offers better immediate returns—yet in the long run none that are even comparable with those of a high-grade department-store. ”

“ Like an army, the department-store of modern America is designed to move constantly forward. The "big-chief" scans his balance sheets, the rise and fall of the curves of his outgo and income averages, the tremendously meaningful jagged red lines of his graphic charts, quite as carefully as the army general keeps track of the movement of his forces upon the maps which his topographists send him. He gathers his officers roundabout him and plans the strategy of business with the same shrewd foresight that must be observed by the successful military leader. ”

“ Caveat emptor has become a phrase thrust out of good merchandising. It is a pariah. The decent merchant of today despises it. On the contrary he prides himself upon the honor of his calling, upon the high value of his good name, untarnished. The man or the woman who comes into his store may come with the faith or the simplicity of the child. He or she may even be bereft of sight, itself—yet deal in faith and fearlessly. ”

“ Yesterday, when Milady of Manhattan went for her shopping along the tree-lined reaches of Fourteenth Street, and found her way into that perennially fascinating shop at the corner of Sixth Avenue which specialized in its ribbons and its gloves and its rare exotic imported perfumes, she dreamed but little, if indeed she dreamed at all, of a Macy's that some day should stand intrenched at Herald Square and embrace a whole block-front of Broadway. ”

“ And that understanding today is quite as much an asset of Macy's as its real estate, its cash balances in the banks, or the millions of dollars standing in the stock upon its shelves.
More than a decade ago the big store in Herald Square first began to feel its own growing pains. The fact that ten years before that it had been planned as the largest single department-store building in the United States, if not in the entire world, availed nothing when business came in even greater measure than the most far-sighted of its planners had dared to dream. ”

“ A trip through the hinterland of the Macy store is like a visit behind the scenes of a modern theater. You see there just the way in which the drama of selling actually is staged, from the settings to the properties. You rub shoulders with the actors and actresses, just off stage; with the electrician, the stage-manager, the carpenter and the stage-hands. ”

“ And Macy's has the results. It has already achieved them. Not only has it lifted retail selling from the hard and rutty road of cold commercialism but it has lifted the individual seller, himself—which, to my way of thinking, is to be accounted a good deal of a triumph. In such a triumph society at large shares—and shares not a little.
It is house policy—sound policy—to encourage employees to look out not only for the store's interest, but for their own. An ambitious salesman is indeed an asset ”

“ Inside the great dark building the watchmen are on ceaseless patrol. There are miles of corridors to be paced—the night walking of the Macy watchmen would reach from Dan to Beersheba or possibly from New York to Erie—millions of dollars worth of stock and fixtures to be guarded. A diamond ring would be missed; and so would a spool of thread. Nothing must be disturbed. And in order that the owners of the store may sleep in the sound assurance that nothing is being disturbed, the night patrol is made a matter of system and of record. ”

“ It is in the rear of the selfsame red-brick building at the westerly edge of Herald Square—that same main structure that we have already begun to study in many of its fascinating details—that we find the core of the receiving department of the Macy store. It is a hollow core. A tunnel-like roadway, two hundred feet in length bores its way through the building, from Thirty-fifth Street to Thirty-fourth. Through this cavernous place, lighted at all hours by numerous electric arcs, there passes, the entire working-day, a seemingly endless procession of motor-trucks, wagons and other carriers. ”

“ And when that person is a woman—a woman of rare tact—the problem is generally apt to approach its solution. Which makes for friendship, not merely between the worker and that woman, but between the worker and the store. And so still another rivet is clinched in the great morale bridge between the business machine and the human units that enable it to function so very well indeed. And the Macy spirit becomes an even more tangible thing. ”

“ Macy's is, after all, a very human institution. The machine may be steel-like, but it is not steel. It is flesh and blood and human understanding. I sometimes think of it as a country town, rather than as a family—one of those nice, old-fashioned sorts of country towns, where most of the residents know one another, where there is an efficient governing body and where the community spirit is one of the strongest factors in its progress. Being human it is fallible, being fallible it still has something for which to work ”

“ Folk who came from afar and who marveled at the elegance of Sixth Avenue as a shopping street, all the way from Thirteenth to Twenty-third, could hardly have conceived that within two decades it would become dusty, forlorn, practically deserted. No matter that the hotel life of New York had ascended well to the north of Twenty-third, that the theaters were beginning to gather even north of Thirty-fourth, that a few small, smart, exclusive shops were showing signs of joining the trek—there remained the realty investment in the department stores at Sixth Avenue. ”

“ Truly, indeed, education has become the handmaiden of merchandising.
As teachers in Macy's department of training there are enrolled today only those men and women who have received a thorough normal school education in this great new science of retailing. They do nothing but instruct the store's workers and then follow up to make sure that these are putting into practice the principles in which they have just been instructed. Except for the training of the future executives the school time is taken entirely from regular business hours and so, at the expense of the house, itself. ”

“ Women know how to buy for women—or should know. How foolish indeed would be the merchant prince of the New York of this day who would not instantly say "yes" to the assertion that feminine taste in buying is the one thing with which his store absolutely could not dispense. So the woman buyer in our city stores is so much an accepted fact as to call today for little special comment, save possibly to add that in no store outside of Macy's has she come more completely into her own. The buyer's job covets her. And she covets the buyer's job. ”

“ Macy's—in recent years at least—has not followed this policy. It has found that its own best organization comes from keeping the department as a unit; a pretty distinct and important unit, right up close to the very top of the business, where its three partners are specialists in merchandising; and passing proud of that.
The foundation of all successful buying is built of the bricks of sales knowledge laid in the mortar of good judgment. It is squared up by a sixth sense that has no name—yet a qualification which, by its presence or its absence, makes or unmakes a buyer's value. ”

“ The work of such a department—in Macy's the department of training—divides itself quite logically and clearly into two great avenues; the one educational, the other recreational. Each takes hold of the newcomer to the store almost from the very moment that he or she enters upon its lists of employment. The new salesgirl's name is hardly upon the rolls of the department to which she is assigned before a member of the store's reception committee is upon her heels and steering her straight through all the maze of fresh experiences that necessarily must await the novitiate. ”

“ The last of yesterday's belated shoppers was hardly out of this market-place, before the men of the cleaning squads were in upon their heels. What a mess to be tidied up! Eight and one-half hours of hard endeavor can make daily a mighty dirty store and a huge housekeeping job. There is at the best a vast litter—and yet a litter that cannot be carelessly thrust away. ”

“ Here, then, in Sparks is not only a medium in which the Macy folks may come the better to know about one another, a bulletin board upon which the heads of the house may from time to time carry very direct and sincere messages to their big family, but a mouthpiece in which the embryo literary genius may become articulate. ”

“ And how the other day I envied the job of the Macy man who was repainting dolls' houses, one fascinating suburban villa after another. The doctor in the far corner of the room, whose patients ran all the way from lovely dolls of the most delicate china and porcelain to Teddy Bears who apparently had been badly worsted in some terrific nursery struggle, was a man with a position in which he might have genuine pride; but for the painting and re-arranging of those small houses a man, with an imagination in his soul, might almost afford to pay for the privilege of doing the work! ”

“ A large manufacturer wanted to unload his stock and Macy's bought it for cash. Add to these facts the consideration that the goods were away out of season and you can readily see how it was possible to buy the goods at a very low price. Relying upon the public's ability to judge values, in and out of season, the store launched the sale—and launched it successfully. It was like a scene out of Alice in Wonderland to see the crowds of men and women with perspiration rolling down their foreheads buying woolen "undies" against the needs of winter. Americans do like to be forehanded. ”

“ The real trick of executive direction seems to be to know when to follow these lines and when more or less to completely disregard them. Rule-of-thumb can never again overcome the rules of averages, of percentages or of economic laws. But the rule of wit and of human understanding can ofttimes be used to temper this first group and sometimes with astonishingly successful results.
A glance or two at this imposing organization chart lying before me begins to show the many, many ramifications of the huge Macy business tree. ”

“ Today we know much better. We know that play—healthy, uniform play in a decent amount—is one of the very finest of tonics for the human frame. And so count it as one of the very highest factors in our modern schemes of efficiency.
Macy's plays and makes no secret of the fact. On the contrary, it is intensely proud of its provisions for the welfare of its workers. Industrial recreation is no mere idle phrase to it. In hard fact no small portion of the remarkable esprit de corps of the store is due to its well organized recreational and social service work. ”

“ A young American woman, of remarkable taste and [Pg 157] gifted with a genuine genius for buying, is upon the Paris staff and is engaged practically the entire year round in visiting exhibitions of every sort and variety, in hunting the retail shops, great and small, of the French capital and at all times acting upon her own initiative as a free-lance buyer. A job surely to be coveted by any ambitious young woman who feels that she understands and can translate the constantly changing tastes of her countrywomen into the merchandise needs of a store whose chief task is always to serve them. ”

“ In addition to window display, newspaper and magazine announcements, it is the concern of the advertising department to provide the store with its sign cards and special-price tickets. These are all a part of the big problem of letting the public know about Macy goods. [Pg 177] Yet above and beyond all of these things, the store's supreme advertisement, if you please, is the establishment itself, the service that it strives so sincerely to give. To use the current phrase of expert publicity men, the store, its salespeople and its prices must sell Macy's to the outside world. ”