Spiegel refreshes its brand to reach a more style-conscious demographic

By Alicia Orr , Editor In Chief and Catalog Success

Melissa Payner is a risk-taker. The 43-year-old retail industry veteran has been president and CEO of Spiegel Catalog for only 10 months and already has turned the place on its head with new merchandising, catalog creative, advertising and promotions.

It doesn’t matter that the economy remains in a slump and catalog industry sales are down: Payner is excited to be breathing new life into Spiegel Catalog by refocusing on its customers and strengthening its brand image.