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

While the core Lillian Vernon catalog has reverted back to square dimensions, the company’s intentionally keeping the kids catalog at the 8-by-10 format. Whereas by reverting the core book to the 8-by-8 format would give it its own identity, the cataloger felt that by keeping the kids book at the standard size would enable it to “kind of stand on its own as a separate offering of ours,” Buleza says.