Gifts, Sales Over $20 Million: Sundance

SILVER: Catalog Channel

Sundance, Holiday Jewelry & Gift 2010

Now that the era of the “big books” has passed, catalogs serve as curated collections of merchandise. Sometimes that entails catering to a narrow niche, other times it means offering a broad range of product, but narrowing the choices to those most likely to suit your particular audience. Sundance falls into the latter group, and the judges agreed that its Holiday Jewelry & Gift 2010 catalog excelled at the task.

WHY IT WON A SILVER AWARD: “This catalog does an excellent job of creating a merchandise filter,” explained a judge. “Everything in the catalog seems to have a reason for being there.” The product mix is vast, yet all the items had one thing in common: an evident appeal to affluent consumers who favor artisanal, earthy, top-quality merchandise.

The catalog photography and design “did a good job of highlighting product details and unique features,” said a judge. “The layout and pacing of the catalog are exceptional with a mix of hero, grid and asymmetrical spreads.” Said another panelist, “The layouts, pacing, use of features and color are all elements that generate a high-level of interest and entertainment in this catalog. It’s very lively and interesting.”

WHY IT DIDN’T WIN A GOLD AWARD: While the catalog did an exceptional job of marketing its merchandise, it failed to promote the Sundance brand, said several panelists. “There’s almost no editorial copy, which is a shame because it is easy to imagine how it could enhance the brand,” said one. — SC

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