Gifts

GOLD: Print Channel

L.L. Bean, Christmas 2008

How do you get customers to start their holiday shopping? A big, fat gift card promotion (that's also tastefully done) on the cover will get their attention. So will vivid photos, concise and informative copy, and a fantastic selection of merchandise.

WHY IT WON A GOLD AWARD: As one judge said, this catalog is “true to its brand, the king of weekend and comfort wear.” From the benefit-driven copy to the outstanding design, “it's difficult to fault any aspect of the catalog,” said one panelist.

Another judge was wowed by the merchandising. “The range is impressive: After looking at one section, I recognize L.L. Bean as the definitive expert on parkas.”

The catalog's photography and general design are show stopping. Citing one spread selling bedroom slippers, one judge noted that “It is hard to believe that you could make a more beautiful spread. The photography is so excellent that you can feel the slippers. It is easy to see why this catalog is so responsive.”

IDEA TO STEAL: If you can, perfect bind your catalog. “Perfect bound gives it a long shelf life, plus heft and substance,” one judge said. — JT

Director: Don Oakes

Designers: Andrea Kolpack, Erica Eysenbach

Creative directors: Jenna Klein Jonsson, Marcia Minter

Marketing director: Nancy Dynan-Fischman

Print/production director: Jason Kendeigh

Merchandiser: Amy Steenstra

Copywriter: Leslie Gomes

Art directors: Betty Fuller, Greg Gorman

Printer/color separator/prepress provider: Quad Graphics

List broker: Millard Group

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