How far? How?... continued

"Atelier De Cannes"  by Pablo Picasso, original crayon drawing, 1958

Yours for only $129,999.99 today at www.costco.com

Yes, at Costco.  I don't know about you, but this changes, at least a bit, the way I think about Costco.  Your brand is an expression of what you put out in the world, and this ain't no bulk pack of toilet paper.

Personally, I'd go for the Miro.

(thanks to Carlos for the link)

Comments

[jens]

well, for one, i could not think of anybody who would want to buy a picasso that ended up in a costco sale. but that is not the point here.

it definitely expands the picture of what costco wants to be, and on what kind of "culturally valuable things" they can get their hands on - along with the caskets and urns and those wonderful brown leather sofas they have on sale.

do i like it? no. leaves a bitter taste in my mouth.
but then again: irritation is always good.

[jens]

actually, if i think about it again...

i find the caskets and urns the much smarter items in their portfolio. i am really not to familiar with what is on offer at us-warehouses like costcos. but these funeral products... to me they seem to be quite an unexpected thing to find there.
and the message that i then read actually is pretty positive and humane: see, it is all life. don't be affraid. we are there for you. ... and that now sounds to a european so perfectly american - in the best american way - that it even makes me say: know what guys? i forgive you this picasso thing.
you re right! it is all life. toilet paper, prada bags, urns, picassos... make the best out of it - and: we are always there for you

[jens]

kept me thinking (and googling for a sec).
and so: this range is not too familiar to american shoppers either.

http://www.usatoday.com/money/industries/retail/2005-05-03-costco-urns_x.htm

...
what more can i say: bold move. i like it.

[Stuart]

This makes me feel differently about Picasso, not CostCo. Selling six-figure Picassos next to 2 gallon jars of mayo does not uplift the brand. Just blurs the brand dna.

[Carlos]

I heard Picasso used to draw doodles on napkins to pay for his meals at some restaurants. Nice work, if you can get it...

I doubt Picasso much cared about what other people thought of his Brand DNA. I don't think you'll find an actual Costco with Miro and Picasso sections ("on the other side of the aisle, across from the mayo jugs"); The Picasso looks like a special product offering, since it is not even sold through the website.

You actually have to call someone to get your paws on this one.

Costco indeed has an earned reputation for selling products in bulk amounts. As a frequent Costco shopper myself, however, I think that's only partially true, as there are quite a few upscale items you can buy inexpensively and in not-so-huge amounts: organic lettuce, butter, and frozen fruits, quality parmesan reggiano cheese, cases of San Pellegrino, bottles of Italian roasted bell peppers... so I say that while the beer-swilling, BBQ-ing, mayo-glopping, and scale-busting demographic greatly benefits from many of the products sold at Costco, Costco also caters to a similarly large-pantried demographic but with finer tastes.

I think, therefore, that selling such ultra high-end products isn't necessarily such a stretch for Costco, and I doubt Picasso is spinning in his grave.

[jens]

All those sales and no advertising.
"That's where we save the money," Jim Sinegal – CEO of costco says. "Our buyers are very creative people, always looking for things to create excitement."

http://www.bizjournals.com/seattle/stories/2005/01/31/newscolumn2.html

http://www.findarticles.com/p/articles/mi_m0268/is_9_43/ai_n13760078

http://www.fool.com/News/mft/2005/mft05052616.htm

http://www.stores.org/archives/2005/07/sidebar_4.asp

http://www.taipeitimes.com/News/world/archives/2005/01/23/2003220613
…
and so on and so on and so on

as i said: irritation is always good
or as our friendly host of this blog says:
G M T G