Cataloger Spotlight

Using all media available — catalogs, direct mail, the company Web site — Redcats USA began to feverishly communicate the new name to customers in October 2006. All units of the company were involved, Faintreny says, from customer service to marketing to creative.

Redcats used the catalog’s cover to make customers aware of the impending name change. Following a three-step progression over the transition year, the cover verbiage evolved through each new edition:
1. Lane Bryant introduces Woman Within
2. Woman Within, formerly Lane Bryant
3. Woman Within (on its own).