“It’s Your Thing” Falls On Deaf Ears

USA Today is running a particularly harsh headline today in the Money section: Pier 1 falls off shoppers’ radar.

Once a must-shop store for tchotchkes, wicker and affordable Asian furniture, Pier 1 has wound up one of the weakest of home furnishing stores, battered by the bad real estate market.
The retailer said Thursday that its same-store sales were down 11% for the quarter, closing out what new CEO Alex Smith called a “truly horrible” fiscal year.
Smith blamed, among other things, the “dramatic and untested changes” to its merchandise — most notably to make it more contemporary — and excessive spending on advertising. The company has been “bleeding … from self-inflicted wounds,” he said.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.