CLOSE
Original image

The Origins of 7 Department Store Chains

Original image

You can't set foot in a mall without hearing one of their names, but the stories behind the men and women who founded department stores aren't often part of our food court conversations. Here's a look back at Richard W. Sears, James Cash Penney and some of the other people behind the anchor stores.

1. Sears & Roebuck

Richard W. Sears inadvertently got his start from a botched delivery. When Sears was in his early 20s, he worked as a railroad station agent in Redwood Falls, Minnesota, and he was on duty when a shipment of watches came in for the town's jeweler. The jeweler hadn't ordered the watches and refused to accept delivery, so Sears talked to the watch wholesaler and worked out an arrangement—Sears would buy the watches for $12 apiece and then sell them for whatever he could get.


Sears had such great luck peddling the watches to his coworkers and local farmers that he quickly gave up the railroad business and moved to Minneapolis to start the R.W. Sears Watch Company at the tender age of 22.

Alvah Roebuck entered the story after Sears established his watch company.

Roebuck, a young watchmaker from Indiana, was searching for a job when he found an opening doing repairs for Sears' upstart company. Roebuck went to work for Sears in 1887, and by 1893 their friendship had grown to the point where they incorporated a new business together: Sears, Roebuck, and Company.

So Roebuck got fabulously wealthy as a result of his first watchmaking job, then? Not quite. In 1895, Roebuck talked Sears into buying out his share of their company for just $20,000. Although Roebuck stayed with the company as an employee of its watch division, he never saw the big money Sears made. After Sears' death, though, Roebuck had a great quip when people asked him if he regretted not having as much cash as his late partner: "He's dead. Me, I never felt better."

2. Macy's

dept2Rowland Hussey Macy played more of an active role in designing his company's logo than most founders do. Before Macy, a Nantucket native, got into the dry goods business, he worked on a whaling ship that sailed off of the island. At some point during his whaling days, Macy got a red star tattooed on his hand, and the star later became his store's logo when he opened his first New York shop in 1858.


The famous store was actually Macy's fifth attempt at opening a shop after four failed tries near his Massachusetts home, and Macy's shop only took in $11.06 on the day it opened its doors. However, by the end of his first year, Macy had pulled in over $90,000 and was firmly established as a popular New York shopping destination.

3. Nordstrom

dept3John W. Nordstrom began his life in Sweden as Johan Nordstrom. In 1887, a 16-year-old Nordstrom arrived in the United States with five bucks and no command of the English language. He spent 10 years working as a logger and miner in the Northwest before deciding to head to Alaska to look for gold in the Klondike. After two years of searching, Nordstrom finally made a strike.


Nordstrom sold his claim for $13,000 and returned to Seattle to invest his newfound loot. One of Nordstrom's buddies in Alaska had been Carl Wallin, who owned a shoe repair shop in Seattle, and in 1901 the two friends opened the shoe store Wallin & Nordstrom. Over the next two decades, the pair built up a devoted following in Seattle, and the firm gradually expanded into the largest independent chain of shoe stores in the country. In 1963, the company started selling apparel as well, and the modern Nordstrom's took off.

4. Neiman Marcus

neiman-marcusHerbert Marcus, Carrie Marcus Neiman, and A.L. Neiman might be the only people ever to lose money by founding a giant, successful department store. In 1907, Marcus, his sister, and his brother-in-law were business partners in a sales promotion business in Atlanta. Their firm was so successful that offers to buy it started rolling in, but there were only two deals the partners took seriously: an offer for $25,000 in cash, and a stake in an up-and-coming local soft-drink company.


The three partners conferred and decided they didn't trust the "sugary soda pop business" and took the cash, which they then used to open their department store. The soda maker they snubbed, Coca-Cola, ended up doing pretty well for itself. Decades later, Herbert Marcus' son Stanley became the CEO of Neiman-Marcus, and he often joked that the company was "founded on bad business judgment."

5. Bloomingdale's

bloomIf you ever find yourself desperately needing a hoop skirt, it might be worth checking your local Bloomingdale's. After all, the wildly popular 19th-century garment gave the department store its start. In 1860, brothers Joseph and Lyman Bloomingdale began selling hoop skirts at their Ladies' Notions Shop on New York's Lower East Side, and when these skirts flew off the brothers' racks, they eventually decided to expand their store's offerings. In 1872, they opened a revamped store, the East Side Bazaar, that offered all sorts of European duds they bought through a purchasing office in Paris.

6. J.C. Penney

JCPJames Cash Penney got his start as regular clerk in a dry goods store. In 1898, he began working for a small Colorado chain called the Golden Rule. In 1902, his bosses offered him an ownership stake in the company if Penney would move to tiny Kemmerer, Wyoming, and start a Golden Rule store there. Penney jumped at the offer. His store was so successful that by 1907, he was able to buy out the other two stores in the Golden Rule chain. By 1912, Penney had over 30 stores in the region, and he incorporated them all under a new name—the J.C. Penney Company.

7. Barneys

bnyBarney Pressman, founder of New York-based luxury chain Barneys, owed a lot of his success to his wife. When Pressman saw a small store in Manhattan going under in 1923, he wanted to buy it and open a clothing store of his own. There was a problem, though: he didn't have the cash. When Pressman told his wife, Bertha, about this predicament, she slipped off her engagement ring and told him to pawn it. With the $500 Pressman got from hocking his wife's diamond, he took over the failing store's lease and bought 40 high-end suits, which were the original inventory when Barney's Clothes opened its doors shortly thereafter.

Original image
Mike Mozart, Flickr // CC BY 2.0
arrow
Food
Here’s Why Bells Are Always Ringing in Trader Joe’s
Original image
Mike Mozart, Flickr // CC BY 2.0

Trader Joe’s has attracted a devoted fan-base by doing things a little differently than your typical grocery store chain. But shoppers may not even realize that the company has done away with this ubiquitous supermarket feature.

As Business Insider recently noted, Trader Joe’s doesn’t use an intercom system. So instead of hearing “clean up in aisle 4” blaring overhead, customers shop to a soundtrack of ringing bells.

The nautical bells, which are situated at each register, are used by employees to communicate with one another. According to the company’s website, “blustery PA systems” didn’t fit the brand, so it borrowed inspiration from the maritime traders of a bygone era and developed its own Morse-like code.

If you hear one ring, that means an additional register needs to be opened. Two rings means that either a cashier or a customer has a question at checkout, and three signals a manager. The code isn’t exactly a secret as it’s available for anyone to find online, but memorizing it will definitely give you bit of intel most patrons don’t have. It can also be used to plan your shopping strategy. If you hear four bells, for instance, that means the store is getting crowded, so you should forget about grabbing that second bottle of Two-Buck Chuck and hustle to the checkout line.

[h/t Business Insider]

Original image
iStock
arrow
job secrets
13 Secrets of Professional Naming Consultants
Original image
iStock

When it comes to companies and products, names matter. A slick name makes a company sound trendy and cool, while a terrible name can have customers running into the arms of the competition. Unsurprisingly, many companies take the process very seriously, hiring outside naming consultants who either work within creative agencies or at agencies devoted entirely to naming. We got a few to give us the scoop on how their job really works.

1. IT’S NOT JUST A CREATIVE TASK.

“The notion that namers are hippies and poets jotting down names on cocktail napkins couldn’t be farther from the truth,” says Mark Skoultchi, a partner at Catchword, the agency that named the Fitbit Flex and Force and Starbucks’s Refreshers line.

The stakes are just too high for naming to be a purely creative project, because a bad name can break a product. Consider, for example, the major slump in sales ISIS chocolates experienced in 2014 when people began to associate their name with the Islamic State. (The company rebranded itself to Libeert.) And when the AIDS crisis hit in the 1980s, the diet candy company Ayds chose not to change its name, eventually suffering the consequences. (When asked about it, an official from its parent company, Jeffrey Martin, famously snapped, “Let the disease change its name.”) By 1988, the company conceded that the name was hurting sales, and changed it to Diet Ayds. But the product was soon pulled from shelves altogether.

“When you’re naming your kid or nicknaming your car it’s more creative. There aren’t as many consequences,” says Nina Beckhardt, founder and CEO of the Naming Group, a consultancy that works with Chevrolet, Kohler, and Capital One. “But when you’re brand naming, the name you select has to be strategically impeccable. It has to make sense and at least not offend millions of people around the globe.”

2. NAMES CAN’T JUST SOUND GOOD.

Naming isn’t just a subjective choice—really liking a name doesn’t mean it’s a good fit for your company. “People want to get more subjective with it,” Beckhardt says. “They’ll say that name reminds me of my cat or rhymes with such and such. That observation is so enormously unimportant compared with the fact that the name successfully checks all the boxes we created at the beginning.” The point is to find a name that gets across what the company wants to convey, rather than one that every person involved in the naming process loves.

For example, when The Naming Group was working with Capital One to develop their first brand-name rewards credit card, the company had to consider who they were trying to target—travelers. The result was the Venture card, a name with a connotation of adventure and exploration that’s “not right on the nose.”

3. IT HELPS TO HAVE A BACKGROUND IN LINGUISTICS—OR TRADEMARK LAW.

Though naming is essentially an exercise in corporate strategy, naming agencies don’t just employ people with backgrounds in branding and marketing. They also need linguistics experts to help generate names that make sense, have positive connotations in modern usage (i.e. nothing that might have a negative slang meaning), and inspire the associations the company wants to elicit.

Coming up with a name also involves some legal legwork. You can’t name your company or product after something that’s already trademarked. And if you want to expand internationally, the name needs to be available to trademark in other countries as well. That means naming agencies are often looking for people with a background in trademark law.

4. YOU HAVE TO COME UP WITH HUNDREDS OF NAMES, IF NOT THOUSANDS.

“Naming is a game of numbers,” Beckhardt says. “You have to have a lot of options.” Even if the potential names sound great, many are bound to run into trademark conflicts or not work in another language.

So before namers get together to present feasible ideas to the clients they’re working with, they come up with hundreds, if not thousands, of potential options. “At Catchword, 200 names is scratching the surface,” Skoultchi says.

5. BUT THE CLIENT WON’T SEE THEM ALL.

When faced with too many options to choose from, people tend to freeze up in what psychologists call “choice overload” [PDF]. Whether you’re talking about choosing between similar items at the grocery store or an endless array of potential product names, it’s overwhelming to consider all the possibilities. Namers take their initial 200 or 1000 ideas and whittle them down to present only the best (and most feasible) options. At Catchword, that means about 50 names.

But namers can also face the opposite challenge. If a client gets too set on a single idea, it blinds them to what might be better options still out there. “For each project I will get and try to get the client attached to a number of different names,” Beckhardt says, rather than looking for “the prince charming” of names.

6. A NAME CAN BE TOO ORIGINAL

The amount of meaning a name communicates lies along a continuum. On the one end, there’s an overly descriptive name. On the other end, there’s so-called “empty vessel” names, which are so far removed from actual words that they come off as meaningless. The ideal name falls somewhere in the middle, but if you end up too far toward the “empty vessel” side, your name will be a target for mockery.

Consider Tribune Publishing, the media company that owns the Chicago Tribune. In 2016, it rebranded as “tronc,” a name derived from the phrase “Tribune online content.” The move was widely mocked, for good reason. In The New York Times, a branding expert said the name “creates an ugliness.” The new name became a black eye for the company rather than a sign of its forward-thinking vision.

Empty vessel names are particularly common in the tech world, but played right, it can work. Google could be considered an empty vessel name, but it does have an origin, albeit one that most people aren’t familiar with. A googol is a huge number—10100—which makes sense within the context of the search engine’s ability to aggregate results from a near-infinite number of sources online.

7. A NAME CAN’T JUST SOUND GOOD IN ENGLISH.

One reason naming agencies need linguists is that unless a company is only marketing its products domestically, the name needs to work in multiple languages. If your product sounds slick in English but means something dirty in Norwegian, you’ve got a problem.

Plenty of companies have found this out the hard way. The Honda Fit was almost the Honda Fitta, but the company changed the name when it realized that “fitta” was slang for female genitalia in Swedish. The company later started calling it the Honda Jazz outside of North America.

Different languages also pronounce certain letters differently, which gets awkward if you’re not careful. “When we’re developing names we have to prepare for those mispronunciations to make sure that isn’t going to affect how people understand the product,” Beckhardt says. In Germany, Vicks sells its products under the name Wick, because the German pronunciation of the original brand name (in which a “v” is pronounced like an “f”) sounds like a slang word for sex.

Even if the name isn’t vulgar, it might have connotations in another language that you don’t want people associating with your product. In Mandarin, Microsoft’s Bing has to go by a different name, because “bing” means disease. Part of the naming process, according to Beckhardt, is “making sure that if we’re naming a skin care product, it doesn’t mean acne in Japanese.” She adds that at one point, while working on a rebranding project, The Naming Group came up with a name that ended up meaning “pubic hair” in another language.

8. IF YOU DON’T COME UP WITH A FOREIGN NAME, CUSTOMERS MIGHT DO IT FOR YOU.

Famously, when Coca-Cola first started selling its products in China in 1927, it didn’t immediately come up with a new name that made sense in Chinese characters. Instead, shopkeepers transliterated the name Coca-Cola phonetically on their signage, leading to odd meanings like “bite the wax tadpole.” In 1928, Coke registered a Chinese trademark for the Mandarin 可口可乐 (K'o K'ou K'o Lê), which the company translates as “to permit mouth to be able to rejoice.”

9. COMING UP WITH A CHINESE NAME IS ESPECIALLY COMPLICATED.

Foreign companies are eager to expand into China’s growing market, but it’s not as easy as transliterating an American name, like LinkedIn, to Chinese characters. In some cases, companies use Chinese names that sound somewhat like their English equivalent, but in others, they go by names that don’t sound similar at all. “It’s this crazy art form of balancing phonic similarity and actual meaning,” Beckhardt says.

Labbrand, a consultancy founded in Shanghai, helps American companies come up with names that work for Chinese markets. For LinkedIn’s Chinese name, Labbrand was able to come up with a name that both sounded a bit like the original and still had a meaning in line with the company’s purpose. 领英 (lǐng yīng) means “leading elite.” For other companies, though, it makes more sense to come up with a name that sounds nothing like the American brand, yet has a strategic meaning. For Trip Advisor, Labbrand came up with “猫途鹰 (māo tú yīng)," a combination of the characters for "owl" and "journey"—a reference to the company’s owl logo and its role as a travel site.

Some names, however, are just straight translations. Microsoft is 微软 (weiruan), two characters that literally mean “micro” and “soft.”

10. THERE ISN'T USUALLY AN ‘A-HA’ MOMENT.

“Oftentimes, clients are expecting epiphany, to have an ‘a-ha!’ moment, but those moments are more rare than you think,” Skoultchi says. “It’s not because the name ideas aren't great, it’s because most people have trouble imagining” what the names will sound like in the real world. “Context, visual identity, taglines, copy, and other factors influence our perception of a name and how appealing it is. Imagine just about any modern blockbuster brand, and now imagine it’s just a word on a page, in Helvetica, with little to no marketing support.”

To help customers understand how a name might look in real-world settings, Catchword gives it a slightly jazzier graphic design that’s more representative of what it would look like in the market, adding in potential taglines and ad copy to make it look more realistic.

11. YOU’RE NOT JUST NAMING ONE THING.

The Naming Group, for example, has worked with Capital One, Kohler, and Reebok to come up with names for multiple products, and they've also worked to establish perimeters for future names. That's because what you call one product could have implications for your future products—and ideally, the names of different products across a company should work together.

Take the example of Fitbit. The company has a naming style that involves single-syllable, simple English words that are designed to convey something unique about the product. They also had to fit the tiny devices themselves, so length mattered. The name “Flex” went to the first wristband tracker, and the most advanced tracker became “Force.” Later, the first tracker that measured heart rate would become "Charge," and the one designed for high-intensity athletes, "Blaze." All the names have a similar vibe while managing to convey something about the specific device.

As a cautionary tale, imagine a world in which Steve Jobs was allowed to use his preferred name for the iMac, “MacMan.” (Luckily, an ad agency creative director talked him out of it.) Given how the “i” in iMac influenced Apple’s future naming conventions, would there later have been a PodMan and PhoneMan? Choosing the iMac led to a larger branding scheme—the iPod, the iPhone, the iPad—that's instantly recognizable. “The PhoneMan” just wouldn’t have the same ring.

12. COMPANIES OFTEN WAIT UNTIL THE LAST MINUTE.

There’s a perception that naming should come from within a company—that if you build a product, you automatically know the best thing to call it. But that’s often not the case. Companies usually don’t employ professional namers on staff and don’t have any set guidelines on how to come up with new names. And it’s often not until the last minute that they realize they need outside help to decide on a great moniker. “It can be so emotional,” Beckhardt explains. “Companies come to you pulling their hair out, [saying] ‘We just can’t decide; we haven’t found it yet.’”

13. IT ONLY TAKES A FEW WEEKS.

Naming something usually doesn’t involve a lightning bolt of inspiration, but neither do companies slave over names for months. According to Beckhardt, the process takes anywhere from four to six weeks, though they can expedite the process if they really need to.

SECTIONS

More from mental floss studios