Billed as a satire concerning the dishonest advertising and business practices of the day, it tells the tale of an upstart clothing business doomed from the get-go to utter failure. Its senior partner (the elderly Brown, who provides the investment) is far too timid for business. His son-in-law (Jones, who runs the store) is stealing from the till, and the junior partner, Robinson (who writes advertisements for the store) is so obsessed with the idea that advertising alone will drive the business, he uses up every last penny of the capital investment in a series of increasingly ludicrous ad campaigns and publicity stunts.