Competition overwhelms struggling chain.

Byline: SHERRI BURI McDONALD The Register-Guard

Looking for a pair of jeans, some slippers, or new duds for the kids? There's a mind-numbing array of retail outlets to choose from.

In the Eugene-Springfield area, aside from Emporium, there's Wal-Mart, Target, Shopko, Fred Meyer, Ross Dress for Less, TJ Maxx, Sears, J.C. Penney, Meier & Frank, Old Navy, G.I. Joe's, R.E.I. The list goes on and on.

Pile on the national retailers selling clothes via catalogs and the Internet, toss in a slow economy, and it's no wonder that Emporium and some other stores are struggling.

Eugene-based Emporium on Friday became the latest retailer to file for Chapter 11 bankruptcy restructuring, joining Troy, Mich.-based Kmart, which filed for Chapter 11 protection on Jan. 22.

Emporium executives blamed their predicament in part on slumping sales because of a sluggish economy.

Analysts agree that the weak economy isn't doing retailers any favors. Even the world's mightiest retailer, Wal-Mart Stores Inc., is bracing for meager holiday sales.

Changing shopping habits are contributing to retailers' troubles.

"Shopping used to be a real fun thing," said Burton Nudelman, president of Nudelman & Associates, a Portland-based retail consultant.

Surveys now show that the average time shoppers spend at the mall is down substantially, he said. "People don't have that much time to devote to playing in the retail market anymore," he said.

Also, shoppers are acutely price conscious, analysts said.

"It's a dollar thing now," Nudelman said. "Where can I get the most buy for the buck?

Emporium's biggest competitor isn't The Bon, Meier & Frank, or other department stores; it's arch-discounter Wal-Mart, Nudelman said.

Emporium CEO Ron Schiff said the competition is any and every store that sells clothes.

Lynn Kahle, a University of Oregon marketing professor, said Internet sales are taking a bite out of traditional retailing. Internet holiday sales are up 70 percent this year over last, he said. "It's the convenience of being able to shop 24 hours, not having to go out, and the ability to do infinite comparison shopping if you wanted," Kahle said.

Emporium's bankruptcy filing surprised retail experts and shoppers alike.

Nita McAdams, a Springfield resident, stood in silence when she first heard about it as she left the Gateway Emporium store.

"I would be real crushed if they went out," said the 67-year-old retiree, who said she has shopped at Emporium for decades.

"I just wrote them a letter of commendation several weeks ago," said McAdams, who formerly worked in retail.

"They do their very best in trying to get you what you want," she said, "and if there's any special going on, they make sure you know about it."

It may sound corny, she admitted, but she said she recently told an Emporium clerk: "I always feel like you're on my side."

McAdams is the kind of customer Schiff likes. Emporium prides itself on offering superior service, he said.

Chris Rowland, a 17-year-old Springfield resident, said he drops by an Emporium store about twice a week, mostly to look at jeans.

"They have a good selection," he said, adding that he usually likes Emporium's prices, too.

But Emporium isn't for everyone.

Shopper Tracy Ladd, a 32-year-old Cottage Grove homemaker, said she rarely visits Emporium. She said she's more likely to find clothes for herself or her teen-age daughter at Ross or Sears.

EMPORIUM

Headquarters: 86776 McVay Highway, Eugene (north of Lane Community College campus)

Founder, lead owner: Dallas Troutman

Founded: 1955 in North Bend 

CEO: Ron Schiff

Stores: 34

Employees: 1,600, including about 200 at corporate headquarters

Financial results: Not disclosed; privately owned company