Ben Silver

2007 Article Index
December 1, 2007

Below is a comprehensive list of all the articles published in Catalog Success magazine in 2007. If you would like to view stories by issue date, click here. You can also use the Article Archive to search by keyword or topic. CATALOGER PROFILES Cover Stories Chinaberry: “Reinventing the Wheel” by Paul Miller, January After 5/Surf to Summit: “Kayaking and Cocktails” by Paul Miller, February Patagonia: “Shiny Happy People” by Matt Griffin, May Garnet Hill: “A Natural Issue” by Carolyn Heinze, June Fair Indigo: “Playing Fair” by Paul Miller, August The Nailco Group: “More Than Skin Deep” by Carolyn

Tailoring Directly to Their Customers: A Chat With Sue & Robert Prenner
November 1, 2007

Catalog Success: What are your catalog’s customer demographics? Sue Prenner: Professional men over the age of 45, but we’re trying to get younger. Bob Prenner: We’re in sort of a niche market for people who like traditional clothing. Sue: We like to say that it’s classic style and so for a long time the only people who recognized classic style were people who would be in that age demographic. But now it’s becoming fashionable, so they’re people who have never seen classic style before who are interested in it. But our price point is high so its going to appeal to the same

Tailoring Directly to Their Customers
November 1, 2007

Catalog established: 1980 Headquarters: Charleston, S.C. # of employees: 35 (full- & part-time) Merchandise: Men’s neckwear, shirts, eyewear, shoes, slacks, jackets, some women’s apparel Customer demographics: Professional men, 45-plus, who prefer traditional clothing # of SKUs: 5,000-plus WHAT GOT YOU HERE: Both Sue, the company’s president and daughter of Ben Silver, and Robert, managing director, earned law degrees and spent time working as attorneys. Prior to taking over the family business following Ben’s death, they worked together in the wholesale jewelry business. “We found that the items we were selling weren’t being promoted in a meaningful way,” Sue recalls of the wholesale jewelry business. So when she and Robert