TITLE

Spiegel finds niche providing 'Elements' to working women

AUTHOR(S)
Beeler, Amanda
PUB. DATE
November 1999
SOURCE
Advertising Age;11/8/1999, Vol. 70 Issue 46, p56
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
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%.
ACCESSION #
2459341

 

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