{"id":377,"date":"2015-02-04T15:35:07","date_gmt":"2015-02-04T13:35:07","guid":{"rendered":"https:\/\/suomenkuvalehti.fi\/kirjeita-aidille\/?p=377"},"modified":"2015-02-04T19:40:55","modified_gmt":"2015-02-04T17:40:55","slug":"want-youve-got-pay","status":"publish","type":"post","link":"https:\/\/suomenkuvalehti.fi\/kirjeita-aidille\/want-youve-got-pay\/","title":{"rendered":"If you want it, you\u2019ve got to pay for it"},"content":{"rendered":"\n

Dear Mom,<\/p>\n\n\n\n

There\u2019s an old saying here that \u201cIf you can\u2019t find it at Stockmann, you don\u2019t need it.\u201d A generation or two ago that might have been true. Now, not so much. It\u2019s no secret that Stockmann has been flailing for a long time. There have been quarterly losses, layoffs<\/a>, and craploads of stuff on the sale racks.<\/p>\n\n\n\n

Since it\u2019s always held a special place in the hearts of Helsinkians, I guess Stockmann felt they owed it to us to be honest. (Kind of like when Bill Clinton came clean<\/a> to the American people about the blow job felt around the world.) They made a YouTube video<\/a> admitting that they\u2019d let us all down by letting their trademark quality slide. They vowed to change.<\/p>\n\n\n\n

That sounds nice, but as Pekka Nyk\u00e4nen wrote in yesterday\u2019s Kauppalehti<\/a>, the biggest part of Stockmann\u2019s problem isn\u2019t that the store has lost its grasp on quality, it\u2019s that the majority of Finns don\u2019t care.<\/p>\n\n\n\n

What they do care about is price. Yes, Finns value timeless design \u2013 in fact they invented it. But this is also a country of H&M-loving penny-pinchers who are willing to drive miles and wait hours in the freezing cold to get their hands on a free bucket<\/a>.<\/p>\n\n\n\n

According to Nyk\u00e4nen, \u201cThe department store era in Finland is over.\u201d<\/p>\n\n\n\n

But does it have to be?<\/p>\n\n\n\n

Nyk\u00e4nen is right that Stockmann\u2019s strategy is wrong. But if you ask me, the real<\/em> problem isn\u2019t that Stockmann is already \u201ctoo focused on quality\u201d. It\u2019s that it doesn\u2019t have the balls to aspire to luxury.<\/p>\n\n\n\n

I\u2019ve written to you about this<\/a> before. The Finns\u2019 absolute obsession with mediocrity never ceases to amaze me. Working in the ad industry, I see this aaaaall the tiiiiime. \u201cWe want to be careful not to over promise.\u201d \u201cStaying humble is really important to us.\u201d Well, you get the idea.<\/p>\n\n\n\n

And speaking of ideas, here\u2019s one. What if Stockmann was to take the bold step of going from \u201claatu<\/a>\u201d (boooooring) to \u201cluxury\u201d (exciiiiiiiting)?<\/p>\n\n\n\n

In the US, for example, luxury retailers are outperforming mid-level<\/a> department stores like Stockmann left and right. And since Stockmann doesn\u2019t have a chance with those bucket-obsessed consumers, focusing on those who actually want<\/em> and are willing to pay<\/em> for luxury brands and service just might work.<\/p>\n\n\n\n

Ok, ok, I know what you\u2019re going to say \u2013 the US economy is doing much better than most European economies right now, and God knows we can\u2019t count on the hoards of Russian euros we usually see here when the sales are on. But still.<\/p>\n\n\n\n

The point is that when you\u2019re in sink or swim mode like Stockmann is now, sometimes the best thing you can do is… well… anything<\/em> but the same exact thing<\/em> that got you there in the first place.<\/p>\n\n\n\n

Love,<\/p>\n\n\n\n

Lissu<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"

Dear Mom, There\u2019s an old saying here that \u201cIf you can\u2019t find it at Stockmann, you don\u2019t need it.\u201d A generation or two ago that might have been true. Now, not so much. It\u2019s no secret that Stockmann has been flailing for a long time. There have been quarterly losses, layoffs, and
\ncraploads o…<\/p>\n","protected":false},"author":147,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"asauth_required_access_level":0,"asauth_cansharepaid":"true","om_header_attributes":[],"footnotes":"","om_featured_image_focal_point":[],"om_primary_tag":0,"om_contributors":[],"om_co_authors":[],"beyondwords_generate_audio":"","beyondwords_project_id":"","beyondwords_content_id":"","beyondwords_preview_token":"","beyondwords_player_content":"","beyondwords_player_style":"","beyondwords_language_code":"","beyondwords_language_id":"","beyondwords_title_voice_id":"","beyondwords_body_voice_id":"","beyondwords_summary_voice_id":"","beyondwords_error_message":"","beyondwords_disabled":"","beyondwords_delete_content":"","beyondwords_podcast_id":"","beyondwords_hash":"","publish_post_to_speechkit":"","speechkit_hash":"","speechkit_generate_audio":"","speechkit_project_id":"","speechkit_podcast_id":"","speechkit_error_message":"","speechkit_disabled":"","speechkit_access_key":"","speechkit_error":"","speechkit_info":"","speechkit_response":"","speechkit_retries":"","speechkit_status":"","speechkit_updated_at":"","_speechkit_link":"","_speechkit_text":""},"categories":[1],"tags":[261,263,260,262,259],"class_list":["post-377","post","type-post","status-publish","format-standard","hentry","category-kirjeita-aidille","tag-kauppalehti","tag-luxury","tag-pekka-nykanen","tag-quality","tag-stockmann"],"om_views":null,"acf":{"tuuma_off":false,"tuuma_kysymys":"","tuuma_vastaus":""},"asauth":{"required_access_level":1,"share_token":"","is_paid":false},"yoast_head":"\nIf you want it, you\u2019ve got to pay for it - Kirjeit\u00e4 \u00e4idille<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/suomenkuvalehti.fi\/kirjeita-aidille\/want-youve-got-pay\/\" \/>\n<meta property=\"og:locale\" content=\"fi_FI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"If you want it, you\u2019ve got to pay for it - Kirjeit\u00e4 \u00e4idille\" \/>\n<meta property=\"og:description\" content=\"Dear Mom, There\u2019s an old saying here that \u201cIf you can\u2019t find it at Stockmann, you don\u2019t need it.\u201d A generation or two ago that might have been true. 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