clock menu more-arrow no yes

Filed under:

Bad Decisions

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The Helio flagship in Noho has not been a hit. "If there’s a brand in the US that got it wrong, it has to be the Helio mobile phone brand. The brand has been off-message, off-style and just tried too hard to be seen as cool rather than try hard to be so good that the brand becomes cool...The ultimate example of a brand gone wrong is the flagship store on Broadway in NYC. The store has been empty since its doors opened. The crappy AT&T store further up the road is full of kids mucking around with the gadgets but the store is empty." [PSFK]