Bonobos Adds to its Brand With a Catalog

Bonobos, a company that began as an online-only men's apparel retailer, now has an impressive direct mail presence as well as network of brick-and-mortar stores.

Mailer Name: Bonobos
Date Mailed: June 2016

Bonobos, founded in 2007 by Andy Dunn and Brian Spaly, designs and sells menswear for casual, business and formalwear occasions. Originally an online-only retailer, Bonobos added a print catalog to its marketing mix following a test in 2015.

In addition, Bonobos operates what it calls "guideshops," which differ from traditional retail stores. Instead of ordering an item online for in-store pickup, customers can try on clothing at one of nearly  three dozen guideshop locations, and get their fit measured. Anything a customer orders in-store is delivered to them for free.

This particular catalog mailing features apparel that’s “Fit for Miami,” as one early headline puts it. The front cover sets the mood by showing a model wearing a topical short-sleeve shirt and jeans.

The opening interior spread shows the model poolside. A paragraph explains that “we have an intense focus on fit,” one that extends to how the clothing showcased on subsequent pages fits Miami’s climate.

For the most part, one product runs per page, with full-bleed images.

Most available measurements aren't listed, nor are most available colors.

There are few calls to action inside the catalog, although the next-to-last spread directs shoppers to “find your fit” online or at one of Bonobos’ guideshops.

You can check out how Bonobos drives traffic to its website and brick-and-mortar stores by downloading a free PDF featuring much of this direct mail catalog, courtesy of Who’s Mailing What!

The Takeaway
For a high-consideration, complex purchase, be careful how much information you provide — and how soon — to prospects.