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Article: Wall decor redo: price takes a backseat at mass.(mass merchants find advertising important in selling home decorations)
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- June 10, 1996
- Author:
CopyrightCOPYRIGHT 1996 MacFadden Communications Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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VAN NUYS, Cal.--Many of the country's heaviest price hitters are taking a slightly lighter approach to boost their wall decor businesses.
When a customer is looking for this kind of merchandise, she needs to be wooed, according to retailers. Ads need to romanticize the product and show its possibilities in home decoration. Only when that job is done will a sharp price help cut the deal.
"Wall decor has been on such a rise and is such a hot topic these days. It's not a question of just buying another pretty picture, putting it on a gondola and hoping it sells," related Donna Pietzsch, wall decor buyer for Michael's, the national craft supply and floral chain, ...