Spiegel finds niche providing 'Elements' to working women

Beeler, Amanda
November 1999
Advertising Age;11/8/1999, Vol. 70 Issue 46, p56
Trade Publication
Case Study
This article provides information on Elements Exclusively Spiegel, the March 1999 catalog of U.S. retailer Spiegel. The company markets its home furnishings and casual clothing to 500,000 recipients by trying to connect with working women on a personal level. While the catalog used clear copy and highlighted products the retailer considered essential for a home or wardrobe, the layout also sought to exude spontaneity. Purchases from the spring catalog averaged $134, generating 300% more revenue than the fall 1998 catalog. Customer response rate increased 100%.


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