Fondly remembering Burdines beginnings
It was with sadness that I read Scott Maxwell’s column recently regarding troubles at Fashion Square mall in Orlando. Some may think it's just another mall; however, I feel much differently. I helped open the Burdines store in that mall in the fall of 1973.
It was an exciting and inspirational time in retailing. Burdines was new to the Orlando market, which was much different than its target market in South Florida. Orlando was not as diverse, and customers were more upscale and established in the community. Burdines was slow at first in attempting to become airborne here, but once management understood the Orlando customer base, the store soared for many years.
It was an outstanding company in terms of merchandising, marketing and the manner in which it treated employees. I remember managers holding pep rallies for the staff, along with awards presentations and occasionally breakfast.
With fountains in the jewelry department and restaurants within the store, Burdine’s displays and structure were ahead of its time. Service mattered as much as the merchandise. Managers wanted to keep customers in the store and for them to leave happy.
Burdines helped establish Fashion Square as a destination for many customers in the Orlando metropolitan area. Managers also extended a hand to the community by participating in numerous charitable events. Yes, this probably helped business, but it was a people-oriented company in its early years like none I've ever seen.
What a breath of fresh air compared to many other retailers. Unfortunately, as in many other areas of business, Burdines was not meant to last. Buyouts and takeovers ran rampant in retail, taking many human casualties.
Retailing experienced a dramatic change in culture after stores like Burdines left the scene. It became a culture of inflated prices followed by faux sales. Customers, educated by the internet, became savvy in terms of pricing and sales. The internet taught us to question why travel to a mall when it’s much easier to open your laptop, search the world and experience fair pricing in an instant.
What the internet fails to provide is the positive sociological experience stores like Burdines once provided.
I do believe that small retail businesses still have a place in our market and culture. To be successful, they must give the customer a reason to travel to their location. It may be for merchandise or service they cannot find elsewhere or both.
I hope that businesses such as Sam’s Watch & Jewelry, which Maxwell wrote about, begin to thrive once again. To survive in any mall for 25 years, as owner Sam Zarou has, is truly a miracle. Perhaps retailers like Zarou can survive by resurrecting some of the qualities Burdines provided 43 years ago.
Good luck and God bless, Sam.