Delia’s, the New York-based cataloger of apparel and accessories for teen girls, is now going after the guys. The company mailed Droog, a catalog of hip clothing, shoes, and accessories for 12- to 20-year-old males, in October to an undisclosed number of names. According to owner Steve Kahn, the names came mainly from the company database, which includes buyers from its TSI soccer gear catalog, as well as from rented lists.
Kahn says that the decision to launch Droog was a “natural progression from the Delia’s catalog” and that the male teen market is an untapped niche. He describes Droog’s merchandise as a mix of “streetwear, workwear, and urban and athletic lines.” The company won’t disclose the average order size or the response rate, nor has it decided on the catalog’s frequency.
An online version of the catalog is already up and running. While Kahn as yet plans no changes in the design, size, or volume of the catalog, “we will monitor customer feedback and plan according to their interests,” he says.