RIP, Victoria’s Secret Catalog … But Long Live Catalogs!
I’ve always liked catalogs selling products that are good for a little laugh, but this heavy card stock paper football game from Zoro, the tool supplier, really caught my eye. It’s more elaborate than what I ever did as a kid, and it has the company brand on it. Nicely done.
You can sell clothing or other merchandise, so how about championing your expertise? Lots of style guides do this, laying out the trends for a new season, or maybe putting together a wardrobe. TravelSmith here talks about how its team starts a year in advance to select materials and styles for its apparel.
I never miss an opportunity to look at how catalogers use content, and there are too many to easily name. And, I've already mentioned Patagonia and Penzey's. Build.com is another catalog that's much more like a magazine.
This is a great example from Design Within Reach, the furniture brand. A recent issue of the catalog featured a collection based on the work of George Nelson. Besides articles about the late designer, the stories behind individual items are told.
Somewhere along the line, after changing how lingerie is sold in several retail channels, the economic rationale for Victoria's Secret's continued existence as a printed catalog ended. But with so many exciting developments under way, like programmatic print, and augmented reality, the age of the catalog is far from over.