Blair Makes Jane Seymour Star of New Catalog

Blair Corp.’s

alliance with actress Jane Seymour appears to be paying off handsomely. The Warren, PA-based multititle catalog company’s Crossing Pointe division this week launched a 24-page spin-off apparel catalog titled the Jane Seymour Signature Collection.

The 93-year-old Blair had launched the women’s fashions catalog Crossing Pointe in 2000 to target younger buyers; it introduced its exclusive Jane Seymour Signature Collection clothing line via the Crossing Pointe book and Website in January 2002. Blair in August started the JaneSeymour.com Website, and in January, the Jane Seymour Signature Collection debuted on the Crossing Pointe Fashion Show on ShopNBC.

According to Blair, the stand-alone Jane Seymour catalog presents the opportunity to target a more upscale audience, giving Crossing Pointe the potential to increase market share. It doesn’t hurt that the new title features full-page photographs of the actress herself wearing her favorite ensembles. But Crossing Pointe will continue to include a 16-page Jane Seymour section within its 84-page catalog, which is mailed to more than 22 million consumers.

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