The Top 10 Catalog Covers of the Past Decade

When I selected “The 10 Best Catalog Covers” for the June 1999 issue of this publication, then titled Catalog Age, it was a much different time in our industry. Business was booming, the Internet channel was secondary to print, and there was no shortage of engaging, dramatic and endearing catalog covers.

When I selected “The 10 Best Catalog Covers” for the June 1999 issue of this publication, then titled Catalog Age, it was a much different time in our industry. Business was booming, the Internet channel was secondary to print, and there was no shortage of engaging, dramatic and endearing catalog covers.

Things have changed on all fronts in the past 11 years. Looking back on the decade was fun, but a little sobering. I had a harder time finding the really “reach” covers — those that are superior branding vehicles and demand to be opened.

The winners I've chosen have a lot in common: They take risks. They're different. They're bold and dramatic. They're extremely relevant to their customer. And most of them generate an emotional response.

What's more, my favorite covers tend to place the visual emphasis on lifestyle or on a representation of positioning, rather than on the merchandise. Perhaps even more important, these covers usually don't try to do too many things, but they do a few things right.

Keep in mind, of course, that my selections are only from the catalogs I've seen. No doubt there have been plenty of other stellar catalog covers since 1999. But these should serve as inspiration to all.

BY GLENDA SHASHO JONES (glenda@sjdirect.com) is a New York-based catalog consultant specializing in improving creative performance and branding.

10. VICTORIA'S SECRET, Swim Sale 2002

No doubt, this cover has stopping power: It is one of the most arresting shots I've seen on a front cover, with a wow factor that is impossible to miss.

The effect is created by the sum of several factors: the striking pose, the model herself (the now-supermodel Gisele Bundchen) as well as her gaze, the location and background, the lighting, the hair and make-up, the cropping and type treatment. It all comes together to show that Victoria's Secret owns sexy.