Creative

According to estimates, there are about 650,000 active licensed pilots in the United States, including about 100,000 who work for airlines. So, by any measure, the market for catalog companies selling supplies to individual, recreational or hobbyist pilots is not very big. But this market, known as “general aviation,” is potentially lucrative, owing to the upscale demographics of the target group. How well are general aviation catalogs marketing their wares? How good is their overall strategy and positioning? We shared a number of general aviation equipment catalogs with renowned direct marketing guru Estin Kiger. We wanted to get his viewpoint on what these

Just before I sat down to write this, The New York Times reported the death of yet another beloved—albeit little known—boutique institution, Gorsart Clothes. The downtown Manhattan men’s clothier had served the Wall Street community since 1921. In the words of Times writer Sherri Day, The last straw may have been the advent of casual Fridays—and Thursdays and Wednesdays—which eliminated much of the need for the crisply tailored suit and the power tie. Where Gorsart was unable to change with the times, another great New York men’s clothier, Barney’s, changed too much—only to be taken over by its creditors in 1996. Founded in

It began on the Lands’ End Web site as a high-tech variant of paper dolls. Now, 3-D models are a popular feature of many online catalogs, including J.C. Penney, Eddie Bauer and The Sharper Image. The 3-D model enables shoppers to configure an electronic, rotating mannequin that resembles themselves. Everything from face shape to waist measurement to hairstyle is changeable. The model is designed to help consumers make apparel decisions by showing how a garment fits, falls and flatters. It also shows how a garment will work with particular hair and eye colors. Most of the sites with online models offer a complementary

Bathrobes have been a wardrobe staple—as well as a catalog staple—for years. There are few people who don’t like cuddling up in a warm, soft robe after a hot shower, or coming downstairs for their morning cup of coffee wrapped in their favorite terry cloth robe. Robes are an ever-popular gift item, evidenced by the number of holiday and gift catalogs that featured them this past winter. The Norm Thompson gift catalog, Sundance gifts, Talbots gift collection, the Lands’ End holiday catalog and the Cuddledown of Maine holiday catalog are just a few of the books that presented robes as wonderful gift ideas.

At a dinner party, a chef must blend flavors and textures masterfully to create something that a group of diverse people will enjoy. Likewise, the Haute@Home catalog mixes different selling propositions to form a cohesive shopping experience for everyone from novice entertainers who can only boil water, to seasoned cooking and restaurant professionals. Florencia Palmaz, creator and president of Haute@Home, exemplifies the busy entertainer who wants casual elegance delivered quickly to the table. Her mother and business partner, Amalia Palmaz, comes from a more formal entertaining tradition in which the hostess prepares everything from scratch. Both women, who hail from Argentina, are experts on

E-mail to client: “I must strongly recommend against the proposed photo shoot location, on the grounds that one or more of the crew members could plunge 150 feet down the sheer cliff face to their death.” E-mail reply from client: “Life is risk.” Managing a catalog photo shoot on location is harder than it looks. In fact, a key part of a good project manager’s job is to make the job look easy, because a jittery project manager upsets the crew and slows the work. Whatever happens, as project manager your job is to take it all in stride, consider all your options and

The world of books is the most remarkable creation of man. Nothing else that he builds ever lasts: monuments fall; nations perish; civilizations grow old and die out; new races build others. But in the world of books are volumes that have seen this happen again and again and yet live on. Still young, still as fresh as the day they were written, still telling men’s hearts, of the hearts of men centuries dead. —Clarence Day Clarence Day was the main character of the great Howard Lindsay-Russell Crouse family comedy, “Life With Father,” that ran on Broadway all through the dark years of World

For the past two decades, I have written and spoken worldwide on the future of the catalog industry. My position has always been to challenge conventional thinking, and I have been right on some things and wrong on others, but hopefully always provocative. My early thoughts on the future of the Internet (1994) and its influence on catalog and direct marketing have been, for the most part, accurate. I predicted the growing importance of e-mail marketing, permission-based databases, proprietary databases and the surety of dynamic pricing as an outgrowth of self-directed, online commerce. In 1997, I was correct in my assessment of

E-mail marketing is new for many catalogers, and most are now concentrating on growing an in-house e-mail file. Some have started weekly or monthly newsletters that contain specials, and others are sending promotions. While many are becoming comfortable with the process of creating e-mail marketing messages, the competition for customers’ attention is growing. In the near future, it will become important for catalogers to set themselves apart from other e-mail marketers. As with print catalogs, several response-boosting techniques are worth testing in e-mail. Looking for Lists Most catalogers are working with their own housefiles right now. They have e-mail registration on

Beauty products have long been located at the center of the department store. Elaborate displays of glimmering containers piled high on shiny counters hold promise of a more beautiful person. Now that beauty products have taken hold of the American consumer, luxe powders, shadows and creams are coming to the front door. In the past few years, beauty products have been making their way into major catalogs, such as Neiman Marcus, Bloomingdale’s, Macy’s, Saks and Henri Bendel. Lower-end beauty suppliers have made their way into catalogs too. Cover Girl is currently targeting teens through the popular Alloy catalog. After several years of