To those upper floors, also, go the folk whose purchases necessitate the
fitting of something or other to the human frame. As we have just seen,
shoes are upon the second floor. On the third is the women's wearing
apparel, with special dressing-room facilities for trying on and
fitting. Similar conveniences are to be found in the men's clothing
department upon the fifth floor.
Rugs, upholstery and art objects generally require more time for
selection than do shoes and socks, more room for display as well. They
go, then, quite naturally to the broad spaces of the fourth floor. The
same qualities, only somewhat emphasized, apply to furniture, which is
shown and sold upon the sixth. That the restaurant is relegated to the
eighth floor is due in large part to the necessity for having cooking
odors where they can be carried away without reaching other parts of the
store; as well as to considerations in regard to the economy of floor
space for an enterprise that is active during only a part of the day.
Minor changes in the arrangement of all these departments are constantly
and forever under way. A great market-place like Macy's never stays
entirely put. Special considerations, special problems, unforeseen
merchandising plans may at any moment make it not only advisable but
necessary to change the location or the relative space of any or all the
departments. At Christmas-time the unusual pressure upon some of them,
accompanied by a slacking in others--unfortunately (or fortunately?)
shoppers cannot be everywhere and at the same moment--means many
temporary changes--so one department must give some of its space for a
time to its neighbor--a debt possibly to be repaid at some other season
of the year, when thoughts are not on toys, or candies or jewelry, but
upon such serious things as carpets or refrigerators.
An interesting sidelight upon the intensive study that Macy's gives the
psychology of its interior arrangements is furnished in the fact that,
on the theory that the less deadly of the species has an inherent
aversion to department-stores, men's furnishing goods in these emporiums
should generally be displayed upon the main floor, and just as close to
a street entrance as is possible. Macy's has been no exception to this
rule. A man, even when he is in a mood for spending, wants it over with
as soon as possible. He is impatient of the slightest delay. On the
other hand, his wife or daughter will make of shopping a kind of ritual.
And, perhaps, because of that, she is often the more intelligent and
discriminating buyer.
Public-domain text, read in full here on John Shaqi.
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