Case Study: Brooks Brothers on the Cutting Edge
Catalog Mechanics
All catalogs are created in-house on Macs, with 95 percent of them printed by R.R. Donnelley and the remainder printed by Quad Graphics—all with enviable flexibility. Historically, Brooks Brothers has operated on a schedule of four basic seasonal books. Each catalog is printed on its own (rather than ganged up and then rationed out monthly) so that it can have a new front and back cover (which normally features women’s wear); new pages can be added; products can be added or deleted depending on availability; and each edition can be repaginated. Catalogs are not dated by month, but rather seasonally (e.g., Fall One, Holiday Three).
- Companies:
- Barneys New York
- Brooks Brothers
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
