During summers and winters in the early 1990s, I used to work for Williams-Sonoma (NYSE: WSM). In many ways, it was a dream job. I was paid to talk about cooking, learn about cooking and demonstrate cooking tools. One day, however, it occurred to me that, as much as I loved adopting a slightly condescending air when selling high-priced kitchen items, there really was a problem with the products that I was hawking. That afternoon, I talked an older woman into buying a "Tuscan grape drainer" as a gift for her niece's wedding. As the woman left the store, I realized that I had just convinced her to shell out $49.95 for what was, essentially, an earthenware bowl with holes in it and a couple of grape decals stuck on top. As much as I like cooking, I have to acknowledge that nobody really needs a berry spoon, an asparagus peeler, a corn shucker, or most of the numerous other items that Williams-Sonoma hawks to its customers. The store is, in its own way, comparable to Sharper Image, Wilson's, or any number of the other specialty niche retailers that are finding it so difficult to weather the recession. Recently, in an attempt to lure shoppers into its premium stores, the retailer reduced prices massively, cutting into its profit margin and producing a 42% drop in fiscal first quarter profits.
As some analysts have noted, part of William-Sonoma's problem is that it is supporting an expensive catalog division that isn't really pulling its own weight. Moreover, as shipping prices continue to increase, it is likely that the company will see its catalog sales continue to decline. However, this is only half the issue: while most stores are feeling the recession pinch, it is hitting specialty retailers particularly hard. As Linens N' Things, Sharper Image, Wilson's Leather, and other companies could certainly attest, it's not a good time to specialize. Or, to put it another way, in this economic climate, people are using colanders to drain their grapes.
And who's next on the block? Well, have you taken a peek at the Gap (NYSE: GPS) recently?











Reader Comments (Page 1 of 1)
6-19-2008 @ 10:17PM
Elaine said...
I also worked at Williams-Sonoma for 3 years and also came to the conclusion that I didn't like pressuring customers into buying things that they really didn't need. One of my co-workers convinced a customer that she needed a $600.00 cookware set and then the next day the husband escorted his wife back to the store and made his wife return the cookware set and get her money back....what good is that??? Needless to say...I could not work there anymore.
6-19-2008 @ 10:18PM
Bruce Watson said...
Elaine-
Thanks for commenting. Yeah, working at high-end retailers can be a little soul-sucking. Upselling is all well and good, but when the company is charging as much as Williams-Sonoma, it feels a little too exploitative!
9-07-2008 @ 11:06PM
LeighLeigh said...
I work for W.S. too and love it! I do not feel in anyway that I am exploiting my guests. If they have the money to buy high end merchandise with a great guarantee why wouldn't I encourage them? Would we say the same for a well made italian suit or a Gucci bag? No, I don't think so. You pay for good, knowledgable associates. The same with well made products.