Sharon Barnett

By Lisa Yorgey U.S. Catalogers marketing in Japan May have been deflated by recession, but they are not defeated. In the mid-1990s, direct marketers sought riches in Japan much like the miners of the California gold rush. The yen reached an all-time high against the U.S. dollar in 1995, and Japanese consumers indulged their appetite for American goods. With an exchange rate of approximately 85 yen to $1, it was incredibly inexpensive for Japanese consumers to buy merchandise from U.S. catalogers who, in turn, were selling American products in Japan hand over fist. The U.S. mail-order frenzy also was perpetuated by the Japanese

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