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

To go along with the revamped catalog dimensions, Lillian Vernon has changed the merchandise and pricing within the catalog. Believing it had strayed from what its customers truly want — gifts, home decor, kids’ products, etc.— the catalog’s merchandise underwent an overhaul. “Our merchants felt we had shifted toward more of a fashion orientation,” Buleza says, “a lot of handbags, as an example. Our customers really aren’t looking for us to be providing that to them. It’s the gift, the home decor and the kids’ product where our strength is.”