Should Mervyns Be Brought Back? Exploring the Pros and Cons

The closure of Mervyns has sparked a lot of discussion on whether the iconic brand should be brought back. Some argue passionately for its return, while others suggest that it would be wise to leave it in its current state. This article delves into the reasons both for and against bringing back Mervyns.

Why People Miss Mervyns

Many consumers have expressed their nostalgia for Mervyns, a once-popular retail chain that closed its doors in 2018. Various reasons underpin this sentiment, including:

The nostalgia factor – many adults grew up with Mervyns as a trusted name in shopping. The availability of unique products – Mervyns was known for offering items that one couldn't easily find elsewhere. The quality – despite the closure, many still believed in the brand's ability to deliver quality merchandise. The customer service – while not always perfect, many remember the friendly atmosphere of Mervyns stores.

Challenges and Criticisms of Mervyns

On the flip side, many argue that Mervyns was not a successful retail enterprise. Some of the key criticisms include:

Lack of Clear Product Offering

Mervyn's never established a solid line of products. Trying to be everything to all people, as seen with Kohl's, was ultimately a failure. This lack of defined brand identity made it difficult for customers to recognize what they were shopping for.

Pricing Issues

Uncompetitive pricing was another major issue. Mervyn's prices were often higher than those of competitors like Target, Shopko, and others. There was little compelling reason to shop at Mervyn's over these other retailers.

Jerky Customer Experience

The brand faced several serious customer service and financial issues. Using Mervyn's credit card was an expensive proposition due to exorbitant interest rates. Additionally, Mervyn's faced accounting issues, often failing to properly document payments for weeks or even months after they were made. This was a significant barrier for customers seeking consistency and reliability.

Unappealing Physical Stores

Mervyn's stores lacked a distinctive appeal. They failed to create a unique shopping experience, and many items they sold could be obtained at other retailers. The overall ambiance and layout of the stores were unremarkable, lacking the charm and excitement that can draw customers into a store and keep them there.

Rapid Expansion and Poor Management

Mervyn's grew too fast and lacked a clear direction. This rapid expansion without a cohesive strategy contributed to its downfall. Mervyn's failed to capitalize on the retail market and did not offer sufficient value for the prices charged. Consequently, the company failed, and there is no apparent reason to revive it.

The Future of Brick and Mortar Retail

Brick and mortar retail is facing significant challenges. Unless a company has a niche that is highly in-demand, attracting sufficient foot traffic will be an ongoing struggle. Mergers and acquisitions have already led to significant changes in the retail landscape. For example, the Dayton-Hudson Corporation that owned Target and Mervyn's had to spin off Mervyn's, which ultimately failed. Kohl's, which bought Mervyn's locations, has also struggled.

Conclusion

The decision to bring back Mervyns is not straightforward. While nostalgia and some positive attributes argue for its return, the challenges faced by Mervyns in the retail landscape today make it a high-risk proposition. Restarting Mervyns would likely require a significant overhaul of the brand, including addressing product positioning, pricing, customer experience, and store design. Whether such a transformation could be successful remains uncertain.