Children’s Products, Gold Award: Hanna Andersson, Holiday 2000

The appeal of Hanna Andersson’s Holiday 2000 edition is obvious from the start. “The cover is infectious fun,” said one judge of the photo, which shows a chortling family sleighing in the snow, garbed in vivid striped long johns. The images promote happy memories of childhood — and warm feelings about the Hanna Andersson brand.

A marketer of quality Swedish-inspired children’s apparel, Hanna Andersson won applause for its deft merchandising. “This catalog is a model for consistency of purpose and merchandise selection,” said another panelist, who praised the addition of carefully selected nonapparel items, such as the sled offered on the “fun gift ideas” inset. “It fits the product line to the extent that it seems if it were not offered, there would be a void,” the panelist added.

Another judge liked the expansion of the product line to include apparel and shoes for women. And several panelists applauded the whole-number pricing (for instance, charging $12.00 instead of $11.99). “It’s one of the only companies that has the guts to price in whole numbers,” said a judge.

Beyond the merchandise selection, the judges appreciated the way in which Hanna Andersson promotes the the products. “The copy and the photography impress upon you the quality of cloth and construction,” said a judge. Said another, “The copy is on target, readable, and informative. It doesn’t try to be cute or gimmicky.” One panelist noted the use of the word “my” in headlines, such as “My warmest winter jackets,” which makes the catalog seem more personal, as if Hanna herself were having a cozy chat with the customer.

The design and production received kudos as well. The photography plays up the vibrant product colors so that they “jump off the page,” enthused a judge. “The design engages the reader with action shots and silhouettes that illustrate the use and features of the products,” noted another panelist. “It’s hard not to want to buy this stuff — even if I don’t have any children to buy it for!”

The judges also praised the catalog’s detailed apparel and shoe sizing charts and the wrap-it-yourself gift-bag kits. Best of all, according to several panelists, is the Hannadowns program, which asks customers to donate outgrown Hanna clothing, in good condition, to local charities.

The call for donations ties in with Hanna Andersson’s efforts to go beyond selling children’s apparel to promote feelings of fun, family, and community. “It radiates integrity of product and promotes those good feelings of childhood and family,” said one judge. Declared another, “I wish I were a kid!”

Hanna Andersson
1010 NW Flanders
Portland, OR 97209
Company founded/catalog
launched: 1983
Creative director: Mary Wilson
Art director: Yvette Velasquez
Production director: Jody Palzer
Merchandiser: Terri Sager
Copywriter: Elizabeth Gottfried
Photographers: Paul Christiansen, Contrino Studios, Pete Stone
Marketing director: Rene Corapi
Printer/color separator: R.R. Donnelley & Sons Co.
List broker: Millard Group
Cover paper: 80 lb.
Text paper: 45 lb.
Number of pages: 80 with 8-page insert
Trim size: 8″ × 10-1/2″

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