Gold Award, Children’s Products: Hanna Andersson, Holiday 2001

The marketing concept of family wear, with coordinating outfits for parents and their children, is “unique positioning, and the catalog is executed to make it work,” said one judge about the Hanna Andersson apparel catalog. Said another, “This catalog screams ‘brand positioning’ through its use of lifestyle shots and strong headlines.” All the judges agreed that this catalog is a shining example of a marketing vehicle meeting a clearly defined goal.

The branding begins on the front cover. Depicting a delighted little girl in a red dress and patterned tights who appears to be holiday shopping with her mother, the “emotional and compelling” cover photo sets a warm, festive mood, said a panelist. Another judge added that the photo was sure to make customers want to buy the entire outfit. And readers need only to go to the opening spread to find the items. This catalog doesn’t let the customer get lost looking for anything.

All throughout the book, customers should be able to find the products they need as well as many items they’ll want, thanks to the wonderful selection of clothing and accessories for babies, toddlers, and older children, as well as a well-edited collection of clothes for their parents. “The merchandising speaks to the entire family,” said one judge. The broad range of colors, said another panelist, “is sure to maximize sales.” A third judge summed up the combination of merchandising and creative this way: “Pacing is achieved by color stories, merchandise stories, and size ranges all working together to keep these 80 pages fresh and inviting to the reader.”

The copy garnered its share of cheers as well. The judges described it as “fun,” “educational,” and “engaging,” and they enjoyed attention-grabbing headlines such as “Wearing Swedish long johns is like giving everyone a silky soft hug.” They also felt that the all-capitals, boldface lead-in titles help organize the text. As for the editorial copy, one judge described it as “helping to strengthen the brand.”

Indeed, the catalog’s copy sells, but the customer service works just as hard to land the order, agreed the judging panel. “Hanna’s personal invitation to her customers to contact her by e-mail or phone goes far beyond the expected good customer service,” explained one panelist. “Also, the unconditional guarantee as stated on the order form is extremely liberal.”

In all, the judges recognized that this catalog treats customers and prospects alike as old friends. And for Hanna Andersson’s family-oriented target audience, that feeling resonates powerfully.

Hanna Andersson
1010 NW Flanders St.
Portland, OR 97209

Company founded: 1983
Director: Mary Wilson
Designer: Yvette Valasquez
Production director: Jody Palzer
Merchandiser: Terri Sager
Copywriter: Elizabeth Gottfried
Photographers: David Roth, Pete Stone, Iridio Photography
Marketing director: Philip Bulebar
Printer: R.R. Donnelley & Sons Co.
Color separator/prepress provider: R.R. Donnelley & Sons Co.
List manager/broker: Millard Group
Cover paper: 80 lb.
Text paper: 45 lb.
Number of pages: 80
Trim size: 8″ × 10-1/2″

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