Marketing and all things related

Sometimes even funky eclectic wicker furnishings become passé. And because home decorating styles are changing, Pier 1 has decided to get with the program. The chain is undergoing a radical make-over. First, they are introducing Pier 1 Modern Craftsman. This sounds like a line of power tools to Marketing Blurb, but if fact, this is modern, urban-inspired furniture assortments. A subset of this style, called Loft 21, will include sleek streamlined furniture and home accessories targeting younger design-conscious customers. After all, boomer women who have all the money have no taste, right? Finally, Pier 1 is introducing Skalandia, a Scandinavian-influenced furnishing line characterized by blood wood with blue and green accents. "[Pier 1 has] to do something. They've hit a wall in terms of penetration," said Candace Corlett, principal at WSL Strategic Retail, New York. "Pier 1 is identified with a certain look . . . Clearly tastes are changing and in home design, like fashion design, have moved toward a cleaner, more contemporary look as opposed to the overstuffed look that Pier 1 has promised. The worst thing they could do is stand still." Expect Ethan Allen to follow suit with a new “anti-American” collection. Marketing Blurb will continue to sit in our favorite 15 year old overstuffed chair. Photo Credit: Brandweek