How Macy's plans to woo Filene's fans

The fabled Filene's brand will come to an end tomorrow as Macy's completes its $17 billion takeover of regional chains across the country to create a shopping empire of more than 800 stores.

In Massachusetts, the deal has resulted in the closing of seven stores and the elimination of about 1,500 positions at Filene's corporate headquarters and department stores around the state.

Macy's is celebrating its national launch and throwing a block party today in Downtown Crossing, where the Filene's flagship stood for nearly a century. Macy's had hoped to host a fireworks show at Fenway Park, but a company spokeswoman said neighborhood restrictions nixed the plan.

Ron Klein , chairman of Macy's East division since 2004, recently spoke with the Globe about what to expect from Macy's as Filene's fades away.

Q. As Macy's prepares to go national, what are the major changes consumers will see at the new Macy's?
A. There will be new collections, new products. Consumers will see us on television more and in more magazines.

We're adding new merchandise in some stores from designers like Ellen Tracy, Dana Buchman, and Calvin Klein. We're putting in more impulse departments with trendy brands. In Boston, we are opening up windows on Washington Street at the street level so people can look directly into the store. They will be looking into the cosmetic area, seeing people getting makeovers.

Q. How are you trying to win over consumers across the country, especially in cities like Boston and Chicago, where people are upset to see their homegrown department stores go away?
A. You win customers one at a time. Shoppers do have an emotional tie to their local department stores. But we will try to preserve their traditions and create new ones together with the community. Marshall Field's in Chicago has famous Frango Mints, and we're adding them to Boston and hopefully they will become a national tradition.

And in Boston, we're going to continue the Filene's tree-lighting ceremony. While we are a national chain, we need to be flexible to demonstrate our responsiveness to local needs, whether it be traditions such as tree lighting ceremonies or whether it be Red Sox merchandise -- which we need to have because of the obvious customer support for local teams.

Q. Why has Macy's moved away from coupons and daily sales? And what does this mean for consumers -- are prices higher now?
A. It's part of our price-simplification initiative. We think customers need to understand what the value is. If that dress shirt is originally $50 and marked down to $29.99 and it's 15 percent off -- customers can't quickly calculate what that is. We have gone to taking markdowns faster.

We are offering coupons still to customers, particularly our credit card customers as an incentive to shop with us on a more regular basis. Prices will stay about the same. It's not a pricing issue, it's a price-simplification issue. The math is already done for you, and the departments look neater without all the signs.

For us to win in the long run -- we have to be the customer's first choice for fashion and value. We need to shift our advertising away from yelling ``Sale, sale, sale" and ``Coupon, coupon, coupon" to show a customer what it is we're offering. We want to focus on the core customer who cares about color, shape, texture, silhouettes, and fashion.

Q. So what is Macy's doing to try and raise its fashion profile?
A. We need to offer fashion and value at various price points. If the wedge is the hot style, we need to have it at good, better, and best prices. Two years ago, we re-started the Macy's East fashion office -- their objective is to spot trends and work with buyers to make our assortment fashion correct. We're getting involved with shows like ``Project Runway," and we're trying to position ourselves as an authority on fashion.

Q. How do you respond to retail analysts who say the department store is a dying concept?
A. It's wrong. The department store will never die. It's a testament that we're rolling out on the East and West coast with a national launch of more than 800 Macy's stores. Macy's is a strong national brand. A department store is a destination. Do we have some department stores that are better than others? Do we have some seasons that are better than other seasons? Certainly. But in terms of a retail outlet that satisfies the breadth of customer needs, I think we're it.

Q. Where are your favorite places to shop?
A.The second floor, fourth floor, and fifth floor of Macy's at the Herald Square flagship in New York.

Q. Did you buy everything you're wearing today at Macy's?
A. I got my shoes and socks here, and my undergarments, too. I didn't get my tie here.

Jenn Abelson can be reached at abelson@globe.com.