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Paul Miller
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“I had always felt the nonintegrated approach was a horrible idea,” Bass said. “We were partially integrated at Lands’ End and Sears, and completely integrated at Fair Indigo. But it was a mistake.”
Bass came to the realization that the rhythms and dynamics of the various marketing channels were too different — particularly catalog and online, with the catalog needing to be produced so far in advance and the Internet allowing you to create and change creative on the fly.
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- People:
- Fair Indigo
- Places:
- New York
E
Paul Miller
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