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While Spiegel was the first of the large format fashion catalogs, for the longest time they were only thought of as the consolation prize (in the form of gift certificates) from television game shows in the 50s and 60s.
These perceptions began to dissipate as Spiegel transformed itself into a contemporary direct marketer of designer clothing, premium electronics and home furnishings in the 70s and 80s.
P O S I T I O N I N G : Spiegel’s, lipstick signature, represents the sophisticated imprimatur of the fashion designer and the worldliness of an international department store. With the addition of a rotating fashion-focused color palette, that replaced three new colors every season, Spiegel acknowledged changing trends while maintaining brand continuity.
By designing a catalog with two covers, flipping the book, one side for fashion another for products, customers could self-identify, nurturing customer loyalty. Additionally, Spiegel’s mailing packages were designed to look more like presents than shipping containers. As a result of their efforts Spiegel elevated the perceptions of their audiences and repositioned themselves in the catalog market place.