‘Be There or Be Square’; Why & How Lillian Vernon Reverted to Its Old Square Format

Lillian Vernon seeks to separate itself from other catalog companies, not only in its catalog design, but also in its overall approach. “We don’t do what everyone else does, and we don’t want to look like everyone else out there, either,” Gershkovich says. The company plans to mail the core catalog on a monthly basis, and that’s its goal for the kids book in the near future.