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5 Reasons Catalogs Work!

Lois Brayfield

By Lois Brayfield, CEO
J.Schmid

Over the last several years, we’ve seen catalogs come and go. And we’ve seen many retailers jump into the game, spend a LOT of money (we’re talking tens of millions of dollars) and then abandon the model after a couple of seasons.

This literally breaks my heart and makes me want to scream!

Why does this happen?

Here is my very quick opinion. These brands have a combination of the following: a flawed merchandise concept, bad math that doesn’t take into account mail efficiencies, and a lack of understanding of how to create a landscape of words and imagery … (click to read more)

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