Tailoring Directly to Their Customers: A Chat With Sue & Robert Prenner

Catalog Success: What are your catalog’s customer demographics?

Sue Prenner: Professional men over the age of 45, but we’re trying to get younger.

Bob Prenner: We’re in sort of a niche market for people who like traditional clothing.

Sue: We like to say that it’s classic style and so for a long time the only people who recognized classic style were people who would be in that age demographic. But now it’s becoming fashionable, so they’re people who have never seen classic style before who are interested in it. But our price point is high so its going to appeal to the same fella who’s buying at Banana Republic or J. Crew. It may appeal to him, but he’s not going to be in a position to afford it as readily.