Apparel Retailer Body Central Launches Print Book

Apparel retailer Body Shop of America has more than 160 stores in 19 states, but it has only recently entered the world of direct marketing. Having launched a transactional Website last year, the Jacksonville, FL-based parent company of the Body Central, Body Shop, and Kat Man Du chains last month introduced a Body Central print catalog.

The 64-page catalog, selling apparel and accessories for young women and teens, mailed to 1 million store customers and prospects. A second catalog is mailing this month to more than 1 million customers and prospects.

Sharon Igharas, catalog and Web merchandise planner, says sales are exceeding expectations, with an average order size of $120. Prices range from a $5 piece of jewelry to $44 for denim to $100 for a coat. The price points are such that customers "don?t have to choose between outfits, they can buy both," she says.

Four catalog mailings are planned for the spring and summer with an undetermined number planned for the fall and winter.