Pottery Barn readies print ads: Williams-Sonoma's Pottery Barn division, San Francisco, this month breaks its first print campaign. Four consecutive right-hand pages feature almost all black background with products from the store's fall collection highlighted. The campaign, developed in-house, will run in more than a half-dozen magazines. The company plans to make an aggressive move into online retailing later this year and early next year. Williams-Sonoma executives this summer told Wall Street analysts they plan to refine their brands according to a good-better-best brand strategy similar to The Gap with its Old Navy, Gap and Banana Republic lines.
Copyright August 1999, Crain Communications Inc.