Merchandise Spotlight: Down Comforters

The Company Store possibly used outdoor settings to play up the myriad colors of its goose down comforters and to highlight the nature-related names: celadon, lake, aegean, wisteria, carnation.

“The names of the colors are so incidental, it seems too much of a stretch,” says Padgitt. “To me a bed on a deck looks strange. Maybe it’s something their art director thinks is clever, but I doubt many consumers identify with that. From a selling standpoint, they didn’t present as well as they could have.”