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

Website: www.capabilitys.co.uk 

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.

HotSquash
Website: www.hotsquash.com
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
Website: www.ilovegorgeous.com
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

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Catalogue Log
Direct Commerce
First Floor Offices, 155 High St
Ilfracombe, Devon
EX34 9EZ

In the Mail: our favourite Christmas covers

It’s beginning to look a lot like Christmas in the Direct Commerce office. Our Christmas tree is up, we’ve decorated the windows with lights and we’re all looking forward to exchanging gifts in the office secret Santa.

We’ve also been admiring festive catalogues and website homepages, and here are my three favourites of Christmas 2012.

JoJo Mamam Bebe
Edition: Christmas 2012 Collection
Website: www.jojomamanbebe.co.uk
Format: 250mm x 212mm, 196pp, no order form
Special offer on the cover: yes, free delivery in the UK and Ireland
Addressing: polywrapped, address on back cover, mailing managed by OnePost
Range: maternity and baby wear, nursery products and toys
Delivery: Free
Why I picked it: While the saying goes, never work with children or animals, nursery specialist JoJo Maman Bebe has proved that putting an adorable child on your Christmas front cover is a winning tactic. It’s simple but effective. I love the colours, the lighting, the stars in the background, and of course, the star in the foreground.

Joules
Edition: Your Christmas Gift Guide
Website: www.joules.com
Format: 198mm x 146mm, 36pp, no order form
Special offer on the cover: yes, 3 for 2 on everything
Addressing: address on back cover, mailing managed by OnePost, delivered by Royal Mail
Range: clothing and accessories
Delivery: £1 for super saver, £3.95 standard delivery
Why I picked it: Everything about this catalogue is “on-brand”, from the colours of the wrapping paper, to the pink Joules wellies, to the strapline “Complete with all the trimmings”. This is the “good life” that Joules aspires to create and market. This is traditional Christmas, a Winter Wonderland. And did you notice it was “Your Christmas Gift Guide”? Those clever people at Joules certainly know how to “sell” Christmas.

Seasalt
Edition: Christmas Lights of Cornwall
Website: www.seasaltcornwall.co.uk
Format: 212mm x 147mm, 68pp, no order form
Special offer on the cover: no
Addressing: address on back cover, delivered by Royal Mail
Range: clothing and accessories
Delivery: £3.95 standard delivery, £8.50 for next-day delivery
Why I picked it: A relative newcomer to mail order, this is Seasalt’s first Christmas catalogue and we hail it a creative success. Seasalt trades on its Cornish heritage, so this catalogue has a suitably nautical feel to it: lobster pots, sailor socks, paper boats and anchor motifs. With no pushy sales messages, such as free delivery or 3 for 2 deals, Seasalt has taken the soft-sell approach. Apart from the company name and catalogue title, the only other text reads: Very pleasing gifts.--MT