Special Report: The Three Ps - Beyond the Status Quo
Eddie Bauer opened its first retail store, Eddie Bauer’s Sport Shop, in Seattle in 1920.
Just two years after the founding, the company established its creed: “To give you outstanding quality, value, service and a guarantee that we may be worthy of your high esteem.”
To this day, the promise manifests throughout the organization, including production and manufacturing.
The Eddie Bauer conglomeration consists of eddiebauer.com, eddiebauerhome.com, eddiebaueroutlet.com, a network of almost 600 retail stores (based in the United States, Canada, Germany and Japan) and a highly successful catalog division.
During the course of the company’s more than 80-year history, it has celebrated some significant catalog milestones, including publishing its first mail-order catalog in 1945. By 1987, with the Eddie Bauer name well known by the home-shopping public and millions of retail-site fans, the company broadened its catalog offerings to include All Week Long, featuring classically styled fashions for special occasions and professionals. This title’s name later was changed to AKA Eddie Bauer. In 1991 Eddie Bauer Home was added to its stable of titles. Germany began receiving Eddie Bauer catalogs in 1993, followed by Japan in 1994.
Today, Eddie Bauer’s 44 home and apparel catalog titles (representing a total annual print run of more than 123 million pages circulated for home and apparel product lines) are produced at R.R. Donnelley & Son’s Warsaw, IN, plant. Covers are produced on offset presses, while the guts of the books are printed on gravure machines that are better suited for the extra-long runs.
Evaluating the “How” of Catalog Production
Larisa Sheckler joined Eddie Bauer as a business systems analyst about 10 years ago. Admittedly, she says, she didn’t know much about graphic arts when she started out. “But it was always the process that I loved—figuring out how to use technology to do things better.”