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

Lillian Vernon also has scaled back its pricing in the square catalog. Its newest catalog concept, the “sweet spot,” is an assortment of products priced at $14.98. “Our average price offered needs to be a certain price range,” Buleza says. “And for whatever reason, that range had increased over the prior several years to be what we now feel is a little too high.”