Silhouettes Has The Look

Apr 27, 2006 3:46 AM  By

Silhouettes, a cataloger of plus-size women’s apparel, mailed the second edition of a 52-page spinoff catalog titled The Look in mid-March. Neil Mulhall, president of Silhouettes–which is part of Edgewater, NJ-based multititle cataloger Hanover Direct–said the initial version of The Look was mailed last fall.

Mulhall would not reveal circulation figures, but said the spinoff catalog will be mailed quarterly. “This was mailed to current customers and new prospects with a very similar audience target,” he says. “It’s an edited collection of what we consider the most important fashion looks of the season.”

As opposed to thumbing through a typical Silhouettes catalog, which may range from 84 to100 pages, Mulhall says The Look is a condensed version of current trendy fashions. “For instance, now absolutely denim is a key look in the spring,” he explains. Embellished jackets with embroidery or fringe, and “anything white in general” are also in vogue for spring, he says. The Look includes accessories such as jewelry, belts, and bracelets, Mulhall adds.

The Look is “just another way to contact the customer and we want to be a part of our customers’ lives,” says Jean Lafata-Jones, director of marketing for Silhouettes. And customers have been receptive: “The response has been very positive. We’re able to provide our customers something that is outfit-driven.” Pulling together a look for shoppers is “a little bit of an extra service for our customers,” says Lafata-Jones.