In a move designed to strengthen its merchandising marketing operations, Hecht's has appointed Robert E. Friedman and Marshall Hilsberg as executive vice president of merchandising. Friedman will be responsible for the retailer's ready-to-wear, intimate apparel, children's and accessories divisions. Hilsberg will direct the company's home furnishings, smallwares, men's fashions and budget store divisions.

The appointment of Friedman and Hilsberg will "place the Hecht's organization in a much stronger position for responding to the changing realities of retailing in the 80's," said Hecht's president Allan J. Bloostein.

Friedman returns to Hecht's from Woodward & Lothrop, where he was general merchandise manager and executive vice president of ready-to-wear and home furnishings. He was a divisional vice president for Hecht's from 1972 to 1976. Hilsberg came to the store in 1973 from Macy's. He was most recently executive vice president of sales promotion and marketing.

W & J Sloane has made some changes in the management of its Washington division.Theodore Chaudron, president of W & J Sloane, Washington, has taken on the additional duties as president of the company's New York, Atlanta and Houston divisions. Francis J. Mannaro has been appointed executive vice president and general manager of the Washington division. He will oversee the day to day operations.

In addition, Sloan's Washington merchandising and buying functions have been consolidated with those of the New York division. Most of the buying will be done in New York, but there wll still be buying responsibilities on a local level from local manufacturers.