Consumer Specialty Products

SILVER: Print Channel

Specialty Catalog Corp., Especially Yours, Fall 2008

Especially Yours has “the looks to be seen in now!” according to its tagline. This merchant of wigs, hairpieces and fashion apparel for black women also now has a Silver Award, thanks to this winning edition.

WHY IT WON A SILVER AWARD: The catalog does a great job of selling the two offers: wigs/hair and apparel, said one judge. The panelist also praised the “effective use of celebrity (singer Patti LaBelle) to introduce a collection; showing her in the various styles on the top border drives home the point.”

The catalog's back cover clearly illustrates the other top merchandise offerings. Another judge cited the functional copy and the effective order form as strong points. “There's lots of information on the form, and it encourages Website use for more assistance.”

WHY IT DIDN'T WIN A GOLD AWARD: Especially Yours could use a layout that guides the customer through the sale, according to one judge. “And the copy could be developed to reinforce the brand, tell more about the product and close the sale.” — JT

Designer: Julie Connor

Creative director: Gilda Horgan

Marketing director: Joan Abrams

Print/production director: Patty Phelps

Merchandiser: Colleen Cheney

Copywriter: Michelle Hardy

Printer: R.R. Donnelley

List manager/broker: Direct Media

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