Catalog Success and Marketing INFORMATION Network® present the Top 200 Catalogs: The Greatest Housefile-Growth Rates Among Catalogers
The charts reflect our second-annual ranking of the top 200 North America-based catalogs as measured by recent housefile-growth rates.
You’ll notice that catalogers selling apparel/shoes, home furnishings and food fared particularly well. But other consumer categories also had strong showings, most notably athletic and sporting goods and apparel (14 catalogs in the Top 200), children’s products (14) and gardening-related items (13). Moreover, 16 business-to-business catalogs made the list.
Comparing and ranking catalogs based only on raw numbers is never a fool-proof methodology. For example, some catalogers may have cut their circulation rates to reduce mailing expenses during the recent economic downturn. And reduced circulation may have contributed to lower housefile-growth rates.
Additionally, the Top 200 list contains only those catalogs that have rented their housefiles during the last year, and (with rare exceptions as noted) those that include on both their current and previous datacards 12-month housefile numbers.
It’s important to point out that the list does not account for seasonality. Our data partner, Marketing Information Network (mIn), independently verifies the list-rental data on which the Top 200 list is based. Because mIn verifies these data on a rotating basis throughout the year, the dates (noted in the “Updated” columns in the following charts) vary from catalog to catalog.
#1 Kenneth Cole New York
This publicly traded, New York-based merchant designs, sources and markets footwear, handbags and accessories under the brand names Kenneth Cole New York, Reaction Kenneth Cole, Unlisted, Kenneth Cole Productions and Bongo, according to press reports.
It also licenses men’s and women’s apparel, timepieces, eyewear and other product categories.
Merchandise is distributed through department stores, speciality stores and company-owned retail stores, as well as consumer catalogs and e-commerce. Its product line is meant to appeal mainly to urban-based affluent shoppers 25 to 40 years old.