Children’s Products: One Step Ahead and Hanna Andersson

SILVER: Catalog Channel

One Step Ahead, Spring 2010

One Step Ahead boasts a “stellar” product assortment, according to one of the judges. “The merchandise mix seems very appropriate to the brand and appears to be unique and edited with a purpose.”

WHY IT WON A SILVER AWARD: The product line is extensive, and the inclusion of mix-and-match items should clearly help increase the average order, a panelist noted. “Plus, the number of exclusive products is impressive and should go a long way in demonstrating brand differentiation.”

Copy is not only informative, it’s written with enthusiasm, showcasing product knowledge, authority and a must-have element. “The product headlines usually have problem-solving benefit,” said one judge, and the insets typically include a caption.

What’s more, judges liked the back cover for its use of space to sell a variety of products with various price points. The back cover also uses an inside page reference for the large collection of shoes available and mentions the videos customers can view online.

WHY IT DIDN’T WIN A GOLD AWARD: The design of this catalog could be much better, according to one panelist. “The product presentation is far too democratic and does little to pace the reader or take advantage of hero placement,” the judge said. “This has quickly become an ‘items’ catalog doing little to pull the eye in.” — JT

SILVER: Catalog Channel

Hanna Andersson, Holiday 2010

Hanna Andersson always does an exceptional job of getting its branding message across, and this Holiday 2010 edition is no different. Its simple, straightforward merchandise offerings and appealing photography of children, punctuated by its use of red, deliver a holiday treat for all.

WHY IT WON A SILVER AWARD: A cover photo of a cute girl in a red dress and red shoes standing beside Christmas ornaments sets the festive tone. The judges also applauded the holiday dress and sweater sale icon used throughout the catalog, which consistently reinforced the promotion.

The catalog creative is a strong suit: The panelists appreciated the use of white space to separate boxed images throughout the book.

Pictures of children modeling the clothing — for example, one of three girls holding hands — are exquisitely accomplished. As one judge said: “I would also mention the superb casting, direction and photography of the children in this catalog. Children are not an easy subject to shoot!”

One judge said the merchandise focus and style is “impeccable, staying true to the essence that is Hanna Andersson. The exclusivity of the brand is revealed through the amazing designs, coordinated looks and comfortable fabrics.”

WHY IT DIDN’T WIN A GOLD AWARD: Judges wanted to see page references on the front cover, and some thought the “Three Easy Steps” on the order form were confusing. Also, “It is sometimes difficult to find the correlating copy block,” said one panelist. “I would strongly suggest using key codes.” — JT

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