Spiegel Takes Fashion Forward
As Payner sums it up, “The key to keeping it working is to be ever-evolving.”
At a Glance
Division of Spiegel Inc.
Headquarters: Downers Grove, IL
Outlet stores: 18
Catalogs mailed in 2000:149 million
Year 2000 revenues:
Printers: Quebecor World and R.R. Donnelley & Sons
List Manager: Direct Media
Payner’s Retail Roots
Prior to working at Spiegel, Melissa Payner, president and CEO, came up through the ranks at various top retail companies, most recently Chicos but also including iMagnin, Henri Bendel and Ann Taylor. As she notes, “One of the main differences between direct marketing and retail is that retail is a gut business. You only know about the customers who buy from you—not those who come in and don’t buy. In direct marketing, you know a lot about who buys, as well as those who don’t buy.”
Spiegel Catalog’s Buyers
* 2,631,994 12-month buyers
* 84 percent are women
* Median age: 43 years
* Average unit of sale: $150
* Median household income: $60,000-plus
* List manager: Direct Media
Contact: Karen Mayhew,
1865 Spiegel starts as a furniture retailer by Joseph Spiegel.
1905 The first Spiegel catalog is mailed.
1976 Spiegel identifies a new market segment: working women.
1982 German retail conglomerate Otto Versand buys Spiegel and later sells its shares to a group of individual investors.
1995 Spiegel goes online.
1997 Spiegel Catalog Inc. is spun off as a subsidiary of The Spiegel Group.