Herschell Gordon Lewis’s Best and Worst Catalog Copy of 2015

Worst, No. 3: Frontgate

This column has on more than one occasion saluted Frontgate as a source for clear, bright, disciplined copy.

Not this time.

The title, assuming the word applies, of the catalog is “A SEASON TO treasure.” Open, and under a hard-to-read heading, “marsala and mint,” –  even harder to decifer because black type is positioned against a dark background – is “The most on-trend colors of the season meet up with an utterly opulent collection.” Huh? It’s a Christmas tree.

The only copy on the page refers to free shipping, but most of the explanation is devoted to exceptions.

A few pages beyond, one of a stack of five descriptions is “Marsala and Mint Greenery.” The explanation, in toto: “Created by renowned floral designer Matt Wood to capture the vibrancy of  glossy magnolia leaves, remunculus and other foliage. Dusted with glitter for holiday sparkle.” That’s it. That’s all they tell us. (And while we’re wondering, how renowned as a floral designer is Matt Wood?)

NEXT PAGE: Worst, No. 4…

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.