A Chat With September’s Profile, Scott Drayer, director of marketing, Paul Fredrick MenStyle
CS: What’s the overall SKU count offered by the company?
SD: A 1,000 to 1,500 per season.
CS: How many employees work at Paul Fredrick?
SD: Just over 100.
CS: How many times a year is the catalog mailed?
SD: The catalog is mailed 35 times a year. We really look at ourselves as a frequency mailer. Being in the market that we are, we have made the determination that we need to be in the mail with a catalog the day one of our customers opens his closet, reaches for a shirt and finds one that has a button missing or a frayed cuff, and recognizes that he’s got a need for our product. So we’re very frequently in the mail.
CS: Does this vary for prospects vs. your housefile? How is that determination made?
SD: Sure, that’s housefile. On the prospecting side, we’re mailing about monthly.
CS: What’s the catalog’s annual circulation?
SD: Between 12 and 13 million.
CS: What’s the size of the 12-month housefile?
SD: We’re at about 180,000. A little over that, actually.
CS: What’s the sales breakdown between channels?
SD: In terms of order method, which is a lot easier, it’s right about 50/50 at this point. It’s more like 48 percent Web, 52 percent catalog. And I’m considering fax, mail and things like that in the phone number. In terms of order generation, it’s slightly less than that, going to the catalog. Almost the reverse, so it’s 48 percent of sales generated specifically through the catalog, 52 percent from online, from print prospecting, things like that.
CS: Has it been an emphasis at Paul Fredrick to generate more business online?
SD: Yeah, I think it’s kind of a natural progression. It’s pretty effective for us to be able to acquire a customer online. We recognized several years ago that if we were going to rely purely on mailing a catalog to somebody in order to generate a prospect, we were going to be in trouble. So we developed a few different ways through online, through print, through alternative media programs, ways to acquire customers. That’s really, really helped our business.
I think something like in 2001, 87 percent of the new customers that we acquired were generated from a prospecting catalog. And I think at this point it’s less than 45 percent. Now that’s not necessarily a shift. We’re still kind of growing that catalog number, but the additional means of prospecting have really generated a lot of new customers for us and helped us grow our housefile and grow our business.