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

BP: The creative side — whether it’s with the merchandise or with the catalog in print itself — that’s what we really sort of get turned on to. The challenge is to stay within this niche that we’re in but somehow seem fresh. As you can see, a lot of these old-time catalogs or advertising pieces can get pretty tired looking. If we don’t think that the catalog for the upcoming season isn’t the best one we’ve ever done, we have to change it. Constantly holding that as our challenge.