Apparel, Sales Under $20 Million

SILVER: Print Channel

Patrick James, Holiday 2009

Right from the cover, you get the sense that it’s good to be Patrick James — or at least, it’s good to buy your clothes from the Patrick James catalog. The men’s apparel mailer is a “West Coast Classic,” and this edition is a fine specimen of a catalog.

WHY IT WON A SILVER AWARD: The cover photo of a handsome chap lounging on a bench outside a rustic cabin with his equally handsome dogs wowed the judges. “The front cover not only shows product, it demonstrates a clear brand and lifestyle,” said one.

The copy has a consistent voice and sells the product appropriately, said one judge. And copy such as “Celebrate the season of comfort and joy by giving yourself a much deserved reward…the unabashed, unparalleled luxury that is fine cashmere…” is a nice touch. The assortment of product is terrific, a judge said, “and the copy indicates the quality of the fabric and construction.”

WHY IT DIDN’T WIN A GOLD: For such a high-end line, “there is a design disconnect” in the catalog, a judge said. “Reducing density on some pages to showcase important items would help align the merchandising with the brand. — MD

SILVER: Print Channel

Westport Big & Tall, Fall 2009

It’s not always easy for larger men to find nice casual and dress apparel, but Westport Big & Tall catalog makes the process simple and pleasant. “This is a beautifully produced catalog, with great ‘design hygiene’ and use of hot spots,” gushed one panelist.

WHY IT WON A SILVER AWARD: It’s clear from the offering that Westport Big & Tall knows its audience well. “There is a nice mix of merchandise edited for the discriminating buyer,” commented one judge, who was clearly impressed with the book’s assortment of styles and solutions. “The breadth of merchandise can sustain the concept,” noted another.

The catalog copy does a good job explaining key features. Panelists appreciated the benefit product headlines, such as “Experience the exceptional softness & drape of microfiber.”

WHY IT DIDN’T WIN A GOLD: Dark backgrounds with reverse type are hard to read, and more white space overall would benefit the book. The book’s choice of models was another sticking point. “The models do not appear to be aligned with the brand and, generally speaking, seem angry,” said one judge. — MD

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