Friday, 31 May 2013

In the Mail - May

It’s the last day of May, so we’ve taken this opportunity to take a look back at the catalogues we’ve received during the month to pick out three that stood out.

Capability’s Essentials

Format: 265mm x 200mm, 60pp, order form on inside back cover
Special offer on the cover: no
Range: “unusual, practical and fun” gifts and gadgets
Delivery: £4.99 standard, additional charge
Why I picked it: this is a revamped Essentials by Post catalogue from the folks at Presents for Men. Named after the famed English landscape artist Capability Brown, the catalogue looks to target to likeminded garden lovers with practical items like knee pads, thorn protection gloves and “barrow boosters”, though it has plenty for those who aren't as green-thumbed. With a more unisex appeal than its sister titles Presents for Men and Gifts for the Girls, the website suggests this will become an umbrella catalogue, incorporating items from across the full range. We can certainly see it working as a prospecting catalogue for new or lapsed customers to (re)introduce them to the brand before targeting them more closely with its specialist titles.
What’s missing: The cover could do with a special offer and maybe some product shots to entice people to take a look inside.

Format: 147mm x 209mm, 20pp, order form on inside back cover
Special offer on the cover: 15% off
Range: “fashion with hidden technology”
Delivery: catalogue has not published delivery charges
Why I picked it: although I’d heard of the brand, this is the first print catalogue I’ve received from HotSquash. Not just the preserve of base-layer wearing joggers, HotSquash’s thermal/cooling fabrics are for wearing all day long. The product photography is excellent and the range broad enough to warrant several flicks though. The catalogue definitely succeeds in making me want to find out more about the technology in the clothes—and see more of the range online. Another plus—the clothes are designed and made in Britain.
What’s missing: The product copy is sparse and there is no size guide or delivery costs.

I Love Gorgeous
Format: 235mm x 165mm, 40pp, how to order information on inside back cover
Special offer on the cover: free p&p and returns with a customer’s first order
Range: “beautiful clothes for gorgeous girls”
Delivery: £4.50 standard, £6.95 for UK express, £15 for same-day delivery for customers living within the M25
Why I picked it: the I Love Gorgeous catalogue lives up to its name with adorable outfits for girls. The catalogue follows many industry best practices by including a size guide, delivery costs, information on returns and gift wrapping, as well as an incentive to sign up to its newsletter and receive a special discount. Top marks.
What’s missing: Because of the paper stock, it can be difficult to see the detailing on some of the items. --MT

Want to have your catalogue considered for our In the Mail column. Post it to
Catalogue Log
Direct Commerce
First Floor Offices, 155 High St
Ilfracombe, Devon
EX34 9EZ

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