Spiegel Inc.Repositioning the Customer’s Mindset Spiegel is one of the nation’s leading direct marketers through its catalog company. When the company was
redesigned to become the department store in a catalog the annual report became
financial document that sold shoes. Rather than ignore the fashion forward positioning
of its merchandise Speigel embraced the opportunity for the report to demonstrate its
marketing prowess and energise its annual at the same time.