Tailoring Directly to Their Customers
A hands-on approach helps Sue and Robert Prenner shape and style their upscale apparel catalog

By
Joe Keenan
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BIGGEST INITIAL CHALLENGE: Presenting their products effectively. Before the Prenners took over the company, Ben Silver was a wholesale business that sold “jewelry-quality” blazer buttons and a few jewelry products. By starting the catalog, Bob and Sue had to locate customers and market directly to them.
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