There’s a new class of consumer
Gone are the days of credit-driven, big book catalogues offering cheap clothes in a 28-day delivery window. Clothing and interiors companies such as The White Company, Charles Tyrwhitt or Artigiano, as well as furniture retailers Oka and Lombok, all sell upmarket wares aimed at niche markets, from city bankers to silver surfers. These new businesses reverse an old catalogue stigma in offering the highest levels of customer service, and are now profiting from the fortunate convergence of higher broadband speeds and a consumer propensity to pay for quality and convenience. The trend looks set to grow: Mintel reported that a fifth of all adults intended to shop more from home in 2009, rising to almost a quarter for people from AB socio-economic groups; and use of specialist catalogue titles is rising, while big book catalogue numbers have remained static
Brand it like Boden
Love it or hate it, Boden is the brightest new catalogue star: since 1991 it has built a turnover of £160m selling perky, zanily named clothing ranges to the middle classes. Founded by Old Etonian and ex‑stockbroker Johnnie Boden, the catalogue copy flirts with its reader, tempting would‑be yummy mummies with images of wholesome looking models in idyllic family settings, complete with the models’ names and “favourite things” underneath. Boden has always gone for the personalised approach, originally using his own friends, including Tory MP Nick Hurd, as catalogue models. The brand’s “jolly hockey sticks” style makes it a favourite with the Camerons, Boris Johnson and, most recently, the Obamas. In fact, Boden online customers are offered a choice of 52 titles, including Admiral, Lord, Prince and Monsignor.
More marketing trivia >>
to magazine
