Consumer Apparel

Sep 01, 2009 9:30 PM  By

GOLD: Print Channel

L.L. Bean, Christmas Favorites 2008

One word on the cover of this L.L. Bean holiday edition sums up this catalog: Joy. Better still, the “o” in joy is a die-cut circle that exposes a fabric swatch of Bean’s “Wicked Good” flannel shirt.

WHY IT WON A GOLD AWARD: The use of the fabric sample visible and touchable through the front cover is a differentiating factor, said one judge. Bean has been using the fabric sample for a few years, and it’s always a crowd pleaser.

“The cutout is an exceptional use of the ‘missing’ tactile element catalogs struggle with,” said a member of the panel.

Inside, the book’s product selection is familiar to the broadest audience, pointed out one panelist. “There is plenty of product for self-buying and gift-giving, appropriate to the season in a variety of locations.”

IDEA TO STEAL: Make your back cover work as hard as the front. This particular back cover, which promotes Bean’s fleece-lined hoodie jackets, “does a nice job of showing representative price points and repeating the offer,” said one judge. — MD

Director: Don Oakes

Designers: Erica Eysenbach, Andrea Kolpack

Creative directors: Jenna Klein Jonsson, Marcia Minter

Marketing director: Nancy Dynan-Fischman

Print/production director: Jason Kendeigh

Copywriter: Leslie Gomes

Copy manager: Craig Fessler

Art directors: Betty Fuller, Greg Gorman

Printer/color separator/prepress provider: Quad Graphics

List broker: Millard Group

Next Page: L.L. Bean

SILVER: Print Channel

L.L. Bean, Summer 2008

If it’s something you’d need to be comfortable at home or outdoors in the summer, it’s here in this L.L. Bean summer catalog. “The merchandising is exquisite,” said one judge about the catalog. “A very well-executed overall assortment.”

WHY IT WON A SILVER AWARD: The front cover illustration of Bean’s signature canvas tote bag on the beach “screams warm summer day at the beach,” said one panelist. The artwork — as opposed to photography — “allows creative interpretation of the key elements of sun, sand, ocean and green grass, highlighted with key products,” said another judge.

One panelist cited the progression of merchandising as a strong point. “Spreads have a nice balance of related clothes,” the judge said, and the clear, descriptive copy tells a story “without going over the top.” What’s more, “the fonts are legible throughout.”

WHY IT DIDN’T WIN A GOLD AWARD: The judging panel had some minor quibbles with this book. The front cover lacks an inside page reference, for instance, and one panelist expected to see more actual gear for the season, such as boats or bikes. — MD

Director: Don Oakes

Designers: Erica Eysenbach, Andrea Kolpack

Creative directors: Jenna Klein Jonsson, Marcia Minter

Marketing director: Nancy Dynan-Fischman

Print/production director: Jason Kendeigh

Copywriter: Leslie Gomes

Copy manager: Craig Fessler

Art directors: Betty Fuller, Greg Gorman

Printer/color separator/prepress provider: Quad Graphics

List broker: Millard Group