What, No Restaurant Ratings?
New catalogs connect products with lifestyles
If your catalogs still show page after page of boring old product, maybe
you should catch the new wave in direct-mail marketing. Some big retailers
use their catalogs they're really more like magazines to tout
not just products but the lifestyles that go with them. The trend is so
hot it inspired an article in a recent issue of Vogue.
One example is apparel retailer Abercrombie & Fitch's A&F
Quarterly, which includes a smattering of snack-food recipes, travel
tips and movie recommendations in its pages. These are interspersed among
the usual product shots of casually rumpled Kennedys-at-Hyannis-Port leisure
wear. In the Christmas 1997 issue subtitled "A Cool Yule"
one featurette advises (presumably late-adolescent) readers where
to go to escape the post-Christmas doldrums (Budapest and Namibia are good
choices, the catalog says). Another offers directions for assembling an
alternative Christmas dinner consisting of turkey burger, vegetable fries,
crab salad and pannettone bread pudding.
Why devote precious catalog pages to ground turkey recipes and discussions
of the Reykjavik bar scene? It helps customers bond with you and makes them
feel as if they belong to a club, one of A&F Quarterly's creators
Cover of A&F Quarterly
Tips for Jewelers
Jump on the "lifestyling" bandwagon to showcase your wares
in your catalog:
1. Show fashion photographs of some of the latest women's and menswear
trends, accompanied by some of your jewelry. Explain in brief why your jewelry
perfectly accessorizes the latest looks.
2. Review the jewelry in some of this year's movies. Titanic, Wings of
the Dove and other current films feature exquisite jewelry that's fueling
the trend toward reproduction and antique-inspired jewelry. You also could
use such films to promote your estate jewelry department. To tie in to Titanic,
for example, remember to mention that a large blue diamond was central to
the plot of the film. If you carry colored diamonds, this would be a perfect
3. Talk about hot travel spots for which the latest jewelry is a perfect
complement. High-karat gold, for example, could be shown over a travel photo
of Istanbul. Turkey has been a popular travel destination for the past few
Copyright © 1998 by Bond Communications.