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The 2 pound, 400 page catalog that recently landed with a thud in millions of mailboxes definitely was not your grandmother’s spiegel catalog.With the scantily clad cover girl provocatively snuggled up in bed with a catalog while her half naked male companion snoozes under a leopard skin throw, the message seemed to be that shopping is even better than sex.
If you find the cover disorienting, look inside.The opening pages are more magazinesque than catalog, what with their glamour shot and letter from the ceo and geralynn madonna yes, that is really her name who announces that the new publication is an"Idea resource"For people requiring a one stop shopping destination for all their fashion and decorating needs.A far cry from the all business spiegel catalog of yore that made it possible for americans to get their housecoats and car parts all from one fat book.
Welcome to the brave new world of catalog shopping, where catalogs that once peddled products for the home are now rising above their station and becoming less and less distinguishable from magazines, in an effort to woo customers and stand out from their competitors.Last november, home depot sent out its first holiday catalog, complete with decorating tips and tree care advice, aimed at enticing women to think of home depot as a holiday shopping destination.Bloomingdales’s launched"B,"A bona fide fashion and lifestyle magazine bursting with celebrity interviews, fashion spreads, and advertisers such as delonghi, kenneth cole, and cunard.Lowe’s, meanwhile, offers"Lowe’s creative ideas,"A slick bimonthly magazine available at the store or by subscription, featuring home and garden projects using materials that just happen to be available at lowe’s.
Driven by the realities of retail expansion in which competition for a sale is fierce, retailers are increasingly using editorial copy, guest columnists, and anything else to get consumers to spend more time with their catalog.The longer you keep it and look at it, the conventional wisdom goes, the more likely you are to buy something through either the website, catalog, or retail store.
According to [URL=http://www.spss.co.uk]cheap ralph lauren[/URL] a survey commissioned by the dma last september, 47 percent of americans have made online purchases at some point, up from 36 percent a year ago.But a surprising thing happened when an increasing portion of the population began using the internet:There was no death knell for catalogs. "Catalogs become more relevant, not less,"Says melissa dowling of catalog age, a catalog and internet trade publication. "It was a surprise to everyone.Including us. "
Dowling says catalogs have to fight harder than ever to"Make it past the garbage and into the living room. "Spiegel is giving it its best shot [URL=http://www.spss.co.uk/ralph-lauren-mens/ralph-lauren-pants]big pony hoody[/URL] as it struggles to climb out of chapter 11 bankruptcy protection and onto the speed dials of americans who spent about $133 billion on catalog purchases in 2003, according to the direct marketing association(Dma).
Spiegel’s madonna says the new catalog is a key component of the struggling company’s all out effort to"Satisfy our customer, simplify her life, and get our brand back as a leader of fashion and industry. "
There are short features inside by what madonna called a"Dream team"Of contributors such as fashion designer james coviello, restaurateur/television personality donatella arpaia, and linda cobb, the self proclaimed queen of clean.The tips are not groundbreaking.
If the catalog is successful, it will be just the beginning of a long struggle back to profitability for a company that has been putting out catalogs for nearly 100 years.Spiegel has an iconic brand name that resonates with americans ages 35 70 who recall"Spiegel chicago 60609"As the sponsor of daytime television game shows.The company has a dual challenge in its repositioning as it tries to recapture its prominence and at the same time de emphasize its"Down market"Roots.
"They’re trying to become more relevant to a younger and more sophisticated consumer,"Says kathleen seiders, who teaches marketing at carroll school of management at boston college. "It’s a hard sell.It takes time if it takes at all.The good news for spiegel is that there’s some brand neutrality(Among the younger customers they’re trying to reach in the repositioning)In that they don’t remember what spiegel used to be. "
Historically, catalogs were evaluated on a"Square inch analysis,"According to dowling of"Catalog age"In other words, by how many sales were generated by the space alloted to a particular product.Articles or other editorial content that didn’t directly sell product was considered to be a waste of valuable space.
Specialty retailers were the first to challenge the model in the 1980s by including editorial in their pages.Williams sonoma, the upscale kitchen accessory retailer, for example, included recipes alongside its cooking utensils while patagonia, the outdoor apparel retailer, devoted space to climbing, hiking, and environmental issues.
But catalogs are also being held to a higher standard. "Catalogs compete with the website,"Says seiders,"So they have to have the same high quality content,"Even though they’re much more expensive to produce.
Catalogs are still a direct selling tool.But they’re also a promotional tool and a way to advertise the brand, tell stories, and improve brand equity. "
That was the idea in november 2003 when home depot launched its first consumer catalog,"Holiday inspirations,"Which, in addition to featuring the rigid line of power tools, and an assortment of small appliances and other tools, included editorial content on holiday topics such as how to choose a christmas tree.
Retail equity analyst john barrett, who works at columbia management group, the investment management arm of fleet, said that the decorating content was a direct appeal to women who it is widely believed feel more comfortable in competing lowe’s stores than they do in home depot.The catalog was designed to help them think of home depot as a holiday destination and that power tools can be a great gift.
Home depot won’t disclose how its holiday catalog impacted sales, But a second catalog,"Make ideas happen at home,"Will arrive at 3.5 million households in the next few days.Bloomingdales took the using content to drive Brand loyalty strategy one step further last novemBer when it introduced"B,"A glossy quarterly lifestyle and fashion magazine for women. (The spring issue has articles aBout actress kelly preston, designer marc jacoBs, and"Sizzling makeup looks straight from the runways. ")Marketing executive frank Berman, who oversees the magazine, emphasizes that"B"Is not a catalog. "It’s not an item priced book,"He said.The next issue is due this month.While berman concedes that all of the merchandise shown by the magazine’s advertisers such as ralph lauren, chanel, and jones new york are available at bloomingdales, he emphasizes,"Bloomingdale’s is not mentioned over and over again.But hopefully they’ll come in and shop with us. "
Bloomingdale’s hired john brown publishing inc.Of london to produce the magazine.That firm was retained in 2000 to do the same for williams sonoma when it launched"Taste"Another lifestyle magazine that was designed to build brand loyalty by offering cooking, travel, and entertaining advice.It folded in 2002.Berman says bloomingdale’s is happy with the response the magazine has generated both from its customer base and from the fashion community.The magazine is mailed free to top bloomingdales’s customers and available by subscription and in store locations.
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Catalogs target a [URL=http://www.spss.co.uk/ralph-lauren-kids.html]Cheap ralph lauren polo[/URL] new generation
The 2 pound, 400 page catalog that recently landed with a thud in millions of mailboxes definitely was not your grandmother’s spiegel catalog.With the scantily clad cover girl provocatively snuggled up in bed with a catalog while her half naked male companion snoozes under a leopard skin throw, the message seemed to be that shopping is even better than sex.
If you find the cover disorienting, look inside.The opening pages are more magazinesque than catalog, what with their glamour shot and letter from the ceo and geralynn madonna yes, that is really her name who announces that the new publication is an"Idea resource"For people requiring a one stop shopping destination for all their fashion and decorating needs.A far cry from the all business spiegel catalog of yore that made it possible for americans to get their housecoats and car parts all from one fat book.
Welcome to the brave new world of catalog shopping, where catalogs that once peddled products for the home are now rising above their station and becoming less and less distinguishable from magazines, in an effort to woo customers and stand out from their competitors.Last november, home depot sent out its first holiday catalog, complete with decorating tips and tree care advice, aimed at enticing women to think of home depot as a holiday shopping destination.Bloomingdales’s launched"B,"A bona fide fashion and lifestyle magazine bursting with celebrity interviews, fashion spreads, and advertisers such as delonghi, kenneth cole, and cunard.Lowe’s, meanwhile, offers"Lowe’s creative ideas,"A slick bimonthly magazine available at the store or by subscription, featuring home and garden projects using materials that just happen to be available at lowe’s.
Driven by the realities of retail expansion in which competition for a sale is fierce, retailers are increasingly using editorial copy, guest columnists, and anything else to get consumers to spend more time with their catalog.The longer you keep it and look at it, the conventional wisdom goes, the more likely you are to buy something through either the website, catalog, or retail store.
According to [URL=http://www.spss.co.uk]cheap ralph lauren[/URL] a survey commissioned by the dma last september, 47 percent of americans have made online purchases at some point, up from 36 percent a year ago.But a surprising thing happened when an increasing portion of the population began using the internet:There was no death knell for catalogs. "Catalogs become more relevant, not less,"Says melissa dowling of catalog age, a catalog and internet trade publication. "It was a surprise to everyone.Including us. "
Dowling says catalogs have to fight harder than ever to"Make it past the garbage and into the living room. "Spiegel is giving it its best shot [URL=http://www.spss.co.uk/ralph-lauren-mens/ralph-lauren-pants]big pony hoody[/URL] as it struggles to climb out of chapter 11 bankruptcy protection and onto the speed dials of americans who spent about $133 billion on catalog purchases in 2003, according to the direct marketing association(Dma).
Spiegel’s madonna says the new catalog is a key component of the struggling company’s all out effort to"Satisfy our customer, simplify her life, and get our brand back as a leader of fashion and industry. "
There are short features inside by what madonna called a"Dream team"Of contributors such as fashion designer james coviello, restaurateur/television personality donatella arpaia, and linda cobb, the self proclaimed queen of clean.The tips are not groundbreaking.
If the catalog is successful, it will be just the beginning of a long struggle back to profitability for a company that has been putting out catalogs for nearly 100 years.Spiegel has an iconic brand name that resonates with americans ages 35 70 who recall"Spiegel chicago 60609"As the sponsor of daytime television game shows.The company has a dual challenge in its repositioning as it tries to recapture its prominence and at the same time de emphasize its"Down market"Roots.
"They’re trying to become more relevant to a younger and more sophisticated consumer,"Says kathleen seiders, who teaches marketing at carroll school of management at boston college. "It’s a hard sell.It takes time if it takes at all.The good news for spiegel is that there’s some brand neutrality(Among the younger customers they’re trying to reach in the repositioning)In that they don’t remember what spiegel used to be. "
Historically, catalogs were evaluated on a"Square inch analysis,"According to dowling of"Catalog age"In other words, by how many sales were generated by the space alloted to a particular product.Articles or other editorial content that didn’t directly sell product was considered to be a waste of valuable space.
Specialty retailers were the first to challenge the model in the 1980s by including editorial in their pages.Williams sonoma, the upscale kitchen accessory retailer, for example, included recipes alongside its cooking utensils while patagonia, the outdoor apparel retailer, devoted space to climbing, hiking, and environmental issues.
But catalogs are also being held to a higher standard. "Catalogs compete with the website,"Says seiders,"So they have to have the same high quality content,"Even though they’re much more expensive to produce.
Catalogs are still a direct selling tool.But they’re also a promotional tool and a way to advertise the brand, tell stories, and improve brand equity. "
That was the idea in november 2003 when home depot launched its first consumer catalog,"Holiday inspirations,"Which, in addition to featuring the rigid line of power tools, and an assortment of small appliances and other tools, included editorial content on holiday topics such as how to choose a christmas tree.
Retail equity analyst john barrett, who works at columbia management group, the investment management arm of fleet, said that the decorating content was a direct appeal to women who it is widely believed feel more comfortable in competing lowe’s stores than they do in home depot.The catalog was designed to help them think of home depot as a holiday destination and that power tools can be a great gift.
Home depot won’t disclose how its holiday catalog impacted sales, But a second catalog,"Make ideas happen at home,"Will arrive at 3.5 million households in the next few days.Bloomingdales took the using content to drive Brand loyalty strategy one step further last novemBer when it introduced"B,"A glossy quarterly lifestyle and fashion magazine for women. (The spring issue has articles aBout actress kelly preston, designer marc jacoBs, and"Sizzling makeup looks straight from the runways. ")Marketing executive frank Berman, who oversees the magazine, emphasizes that"B"Is not a catalog. "It’s not an item priced book,"He said.The next issue is due this month.While berman concedes that all of the merchandise shown by the magazine’s advertisers such as ralph lauren, chanel, and jones new york are available at bloomingdales, he emphasizes,"Bloomingdale’s is not mentioned over and over again.But hopefully they’ll come in and shop with us. "
Bloomingdale’s hired john brown publishing inc.Of london to produce the magazine.That firm was retained in 2000 to do the same for williams sonoma when it launched"Taste"Another lifestyle magazine that was designed to build brand loyalty by offering cooking, travel, and entertaining advice.It folded in 2002.Berman says bloomingdale’s is happy with the response the magazine has generated both from its customer base and from the fashion community.The magazine is mailed free to top bloomingdales’s customers and available by subscription and in store locations.
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