Gold Award, Children’s Products: Hanna Andersson, Holiday 2002

Chances are, anyone shopping from a catalog of children’s apparel is going to be a sucker for cute photos of charming kids. The same can’t necessarily be said for the judging panel of the Annual Catalog Awards. That the panelists deemed Hanna Andersson’s 2002 holiday book worthy of a Gold Award proves that the catalog is much more than a collection of pretty pictures.

Not that the photos didn’t garner acclaim. The seemingly candid shots, showing children and their parents playing while clad in Hanna Andersson’s colorful garb, won over the panel. “The Polaroid-style of the photos is appealing,” said one judge. And the “artier” shots, such as a photo of legs clad in multicolored stockings spread across two pages, were true attention grabbers, the judges agreed.

Hanna Andersson boasts an enormous selection of colorful clothing to outfit the kids as well as Mom (and in some cases, even Dad). “The merchandise is perfect for its audience and consistent in quality and character,” said one judge. The pages are dense — frequently featuring up to six items a page — yet the judges agreed that the artful design keeps the catalog from looking cluttered. “The vast product selection makes it engaging,” one judge said. Another judge noted that though the pages are full, there is nothing superfluous being sold.

The copy complements the products and the visuals perfectly, agreed the judges. The catalog “benefits from copy at its best,” a panelist praised. “The tone of the copywriting is as upscale as the merchandise.” For instance, the description of the Soft Velour Tees & Cardigans begins, “This plush, cotton-rich velour has a deep, velvety pile that’s sumptuous to the touch and catches the light like velvet…”

Customer service is also “stellar,” according to one judge, who in particular appreciated the information about overseas shipping and gift messages. “We ship worldwide,” the ordering form lets customers know in a section devoted to international orders. “Please call our USA telephone number and we’ll be happy to help.” And of course, there’s the company’s charitable endeavor, known as Hannadowns, which supplies children in need with used Hanna Andersson clothing.

Overall, the judges couldn’t say enough good things about Hanna Andersson. The marketing concept — to sell exclusive, top-quality children’s apparel to affluent parents without resorting to gimmicks — “is very simple and straightforward,” a judge remarked. “The best make it look easy. Hanna Andersson is top quality in every respect.”

Hanna Andersson
1010 NW Flanders St.
Portland, OR 97520

Company founded: 1983
Director: Mary Wilson
Designer: Yvette Velasquez
Production director: Jody Palzer
Merchandiser: Terri Sager
Copywriter: Elizabeth Gottfried
Photographer: Iridio
Marketing director: Phillip Bulebar
Prepress provider/color separator/printer: RR Donnelley
List manager/list broker: Millard Group
Cover paper: 80 lb. (International Paper)
Text paper: 45 lb. (International Paper)
Trim size: 8″ × 10-1/2″
Number of pages: 84

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