The folks at Downers Grove, IL-based Spiegel Group are hoping that rebranding its eponymous catalog will help the company reverse its flagging fortunes of the past few years.
This week a redesigned 400-page Spiegel Catalog is mailing to more than 3 million consumers. According to press materials, the “new” Spiegel provides “a 360-degree lifestyle experience that is essential for its busy customers.” To better appeal to more upscale women, the catalog includes editorial from lifestyle experts such as fashion stylist Wayne Scot Lukas, chefs Bobby Flay and Jamie Oliver, and model Lauren Hutton.
In terms of merchandise, it is adding cutting-edge apparel brands such as Three Dots and FAL. Hard goods include items from The Sharper Image, Cuinsart, and Philips. Spiegel is also partnering with other direct marketers, such as Amazon.com, Harry & David, and Lobster Gram, to offer a selection of their products in the catalog.
Spiegel, which has been working on the rebranding effort for nine months, is supporting the new print book and redesigned Website with its first TV commercials in more than a decade. The cataloger began airing 60-second spots on cable TV last week. It is also running advertorials with “mini catalogs” in “InStyle” and “O, the Oprah Magazine,” along with ads in other national magazines and in regional newspapers.