Tuesday, January 4, 2022 – SHE KNEW HOW TO CATER TO THE CUSTOMER
TUESDAY, JANUARY 4, 2022
ISSUE #563
THIS WOMAN
MADE MACY’S
A GILDED EDGE SUCCESS
FROM EPHEMERAL NEW YORK
This woman made Macy’s a Gilded Age success
Macy’s—the retail giant that got its shaky start at Sixth Avenue and 14th Street (below right) in 1858—takes credit for a lot of firsts.
This dry goods emporium was the first to offer set prices for each item (in other words, no haggling), a money-back guarantee, and a store Santa starting with the 1862 holiday season.
But the retailer that eventually operated 11 shops across 14th Street in the Ladies Mile shopping district before decamping for Herald Square in 1902 can also claim another first.
Macy’s was the first store, or perhaps the first business in New York at all, to employ a female executive.
Having an astute woman leading a company that largely marketed itself to women may have been the secret that helped make Macy’s the retail giant it still is today.
Born in 1841, Margaret Getchell (above) was a former schoolteacher from Nantucket who moved to New York City at the age of 20. She applied for an entry-level job as a Macy’s clerk.
[Some accounts have it that Getchell was a distant relation of Rowland H. Macy, the store founder; but it’s unclear if this was actually true.]
“[Getchell] was an incredibly hard-working employee and, aside from her quick calculations as a cashier, she would often stay late at night to help with the company bookkeeping,” states The Folding Chair, a women’s history website. “Macy decided to promote her to the store’s bookkeeper.”
Soon, Getchell wasn’t just keeping track of the books and training new “cash girls,” as the shopgirls were called. She was recommending trends to Macy that he should capitalize on.
She married another Macy’s employee, and the two lived above one of the stores, according to Macy’s for Sale.
As consumerism exploded in the Gilded Age, Macy’s became one of New York’s leading new department stores.
Getchell, sadly, didn’t live to see the store make its historic leap to Herald Square at the beginning of the 20th century.
Two years after her husband died of tuberculosis in 1878, Getchell succumbed to heart failure and inflammation of the ovary.
Her business motto, however, still applies to retail today: “Be everywhere, do everything, and never fail to astonish the customer.”
[Top photo: The Folding Chair; second photo: Bettman/Corbis; third photo: Postcards From Old New York/Facebook; fourth photo: Alice Austen; fifth photo: The Folding Chair]
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