Catalog Marketing: Michael Tiernan Details Boston Proper’s ‘Sexy’ Evolution

From his presentation, catalogers could take away the following learning points:

* The challenge to “making it sexy,” Tiernan said, is to push the envelope, “but not cross the line.”

* Boston Proper puts together coordinated looks in its catalog from head to toe in aspirational photography in exotic locales, to give customers a dream-like feeling of how good they could look.