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)