Cataloger Spotlight: Great American Hanger’s New B-to-C Catalog Primed to Hang Around
In addition to merchandising, the B-to-B catalog and Great American’s online channel provided a usable housefile of prospect names with favorable metrics for the B-to-C book. The consumer division also has done heavy prospecting to build up its own housefile.
Great American Hanger has maintained its B-to-B and B-to-C operations under one roof.
“A consumer might purchase a hanger that’s more unique or targeted toward a fashion need vs. a company that just wants to purchase 50,000 basic, functional plastic or wire hangers to use in store displays,” Raphael points out.
The different product lines create a brand identity for each catalog while keeping consistent with the company’s philosophy. The consumer catalog carries stylish and upscale products, while the B-to-B book features more functional hangers.
Searching to expand its product offerings, Great American found a way to incorporate a hot political issue with a new look in hangers. The company recently introduced bamboo hangers to its consumer collection, doing its part to be more environmentally conscious. Although it’s not including the hangers in the B-to-B catalog, the company is making them available on its Web site and accepting requests from B-to-B customers.
Bamboo is a more environmentally friendly choice than hardwood because of its quick growth cycle and ability to degrade in a nontoxic manner. The hangers are featured in the consumer catalog and on the company’s Web site along with other wood, chrome, plastic, cedar and velvet hangers. Called the Bamboo Collection, the new hangers are available in 10 different forms, including coat hangers, suit hangers, top hangers, combo hangers and bottom hangers.
True to the Brand
“Our goal in terms of the new types of products we’re going to introduce in 2008 is they’ll be true to our brand and who we stand for,” Raphael says. He’s banking on the bamboo hangers being the start not only of an environmental thrust for the company, but also a deeper run in the consumer catalog business.