Catalog of the Year: Patagonia, Fall 2002

“Stunning.” “Soaring.” “Wonderful.” “Another winner.” These are just a few of the words the judges used to describe Patagonia’s fall 2002 edition. And that’s just in regards to the cover. It’s no wonder that this edition from the outdoor gear and apparel cataloger/retailer not only took the Gold Award in the Retail category but also claimed the coveted title of Catalog of the Year.

The catalog’s cover indeed sets the tone, featuring a photo of, well, Patagonia. More specifically, it’s a spectacular shot of the South American region’s Fitzroy mountain chain. Such photos are “quite the hallmark of Patagonia,” said one judge, while another lauded the cover’s ability to evoke emotion. That the cover carries through to the opening spread is another plus.

Inside, Patagonia’s merchandising drew more accolades. Unlike most other catalogers, said one judge, Patagonia really understands its customers and knows exactly the outdoor apparel and accessories they need. From Gore-Tex outerwear to capilene underwear, Patagonia has you well covered for any outdoor adventure. As one judge put it, “The merchandise is excellent, the presentation is superb.” Another panelist chimed in: “I’ll take one of everything, please!”

Not only does the cataloger understand what its audience needs, it also knows how to speak to customers. Copy is highly detailed without getting too technical, said one panelist: “It also provides suggestions on why the item is needed and how it can be used.” “It’s perfect,” enthused another judge about the copy, “target-appropriate and intelligent!” Environmental essays such as “Big, Wild and Connected,” about wildlands conservation, and “Ring of Fire,” a field report from a climber in Alaska, add relevant editorial subtance to the catalog.

Patagonia sets the gold standard in design and production as well. The catalog’s “beautiful” photography is enhanced by its “lovely paper” and a “quality print job,” raved several members of the panel. The overall planning and execution were “flawless,” said one judge, while another cited the catalog’s strong customer service policies and ease of ordering. “It seems that the reps would be very knowledgable,” said a third judge, also noting that Patagonia has “great instructions on how to order online.”

So what’s left to say? We’ll let one panelist sum it up: With its “huge product selection, wonderful editorial and photography, and clear commitment to the environment, Patagonia makes quite a statement.”

Patagonia
259 W. Santa Clara St.
Ventura, CA 93001
805-667-4792
www.patagonia.com

Company founded: 1973
Marketing director: Morlee Griswold
Designer: Annette Scheid
Production directors: C.J. Oliverson, Angela Weidmann
Merchandiser: Kevin Churchill
Copywriter: Michele Bianchi
Photographer: Jim Arneson
Printer: Arandell
Prepress provider/color separator: Quad/Graphics
Cover paper: 70 lb.
Text paper: 45 lb.
Trim size: 10-1/2″ × 10-1/2″
Number of pages: 92

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