Exclusively Weddings Spruces Up Catalog

Exclusively Weddings is putting its best face forward this fall with a catalog redo. The wedding accessories merchant refreshed its 100-page fall edition with a new design template to improve the ease of shopping.

For instance, says Linh Calhoun, senior vice president of e-commerce at Exclusively Weddings’ parent company Pace Communications, the cataloger has added icons such as “new,” “great value” and “free personalization,” and it includes more references to the Website.

The catalog now uses stronger callouts for top-selling products, and it better highlights how Exclusively Weddings as a resource for a brides-to-be’s invitations, favors, wedding accessories and gifts. The print book works harder to promote the company’s expanded assortment available online.

The print/Web synergy is important: Calhoun notes that the book’s new look “better aligns with our Website, which was updated in October 2009.”

As for new products, Exclusively Weddings now includes wedding invitations designed by tastemakers Kate Spade and Martha Stewart, along with personalized flip-flops for the wedding party. Exclusively Weddings is also selling new lines of personalized glass votives, vases and flutes, season/themed favors and a customized cake top in six designs.

Exclusively Weddings produces two catalogs per year: a spring book that mails in January and a fall edition that drops in late June. The cataloger’s annual circulation ranges from 1.2 million to 1.5 million, Calhoun says.

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