Industry needs to face the hard realities of war
Jerry Epperson -- Furniture Today, March 9, 2003
We are at war. As this is being written, we haven't actually launched an invasion of Iraq, but to the American consumer, we are at war. The furniture industry must recognize this and act accordingly.
Consumer confidence dropped a whopping 14-plus points in February to its lowest point since 1993. The index is at 64, with the average for 1985, when this series began, being 100. Every region experienced a decline but some were more severe. The mountain region (Nevada, Montana, Colorado, Utah, Wyoming, Idaho, New Mexico and Arizona) fell a staggering 31 points!
No one wants a war. Every war is tragic, even when everyone agrees it's necessary. The impact on people everywhere is horrific even if we choose to call it a conflict, an action or a necessary response. Modern technology is impressive but loved ones are still lost, households are destroyed, and everyone shares in the distress.
Our industry does not benefit from distractions. The media give us more details during a war than most of us want, but the talking heads speaking about the "what ifs" before the war even begins scare us even more with scenarios of nuclear, chemical, biological and other potential disasters.
These omnipresent doomsayers overshadow even the best of economic news and corporate success.
All this means is that we, as an industry, need to face the realities of the day. Yes, we sell a deferrable product; virtually all consumers have a place to sit, dine and sleep already. On the other hand, we make the house a home (thank you, La-Z-Boy) and the values of home, family, religion, safety, friends and love are more important during a war than ever.
We suggest that price should take a back seat in the coming tense months to the values of home, comfort, family and patriotism. Make an effort to support our military, firefighters, police and country during this period. This is a time to increase your visibility, not hide, and to recognize that we, as Americans, will survive as we have many times.
Is this affecting the economy? Undoubtedly, for almost a year now. When will it end? No one knows, but it will end, hopefully soon.
Mann, Armistead & Epperson is a small firm and our people are like family. One of our bright young men, Wes Boyce, is a commander in the Navy Reserves and serves as a helicopter pilot. He was called up and is serving somewhere. We pray for his well being every day and eagerly anticipate his rejoining us in Richmond.
Needless to say, so do his lovely wife and young twins. Wes makes this war very close to all of us.
Many in our industry are intense, hard-working people who may be frustrated by current circumstances. Remember, there are things you can control and things you cannot. Don't let current frustrations make you take your eye off your longer-term goals and aspirations.
And reassure those who look to you for direction.
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