‘Be There or Be Square’; Why & How Lillian Vernon Reverted to Its Old Square Format

One goal Buleza hopes to achieve with the return to the square catalog is increased brand awareness. “It’s an important part of our brand,” he says. “There aren’t many people at a square format.” As an example, he cited a woman collecting a stack of catalogs turned upside down from her mailbox. With its square format, she would likely be able to identify the Lillian Vernon book without even looking at the cover, he believes.