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

* “You don’t change the customer; the customer changes you,” Tiernan said, referring to the manner in which Boston Proper has evolved.

* Bring in experts. Six years ago, Boston Proper brought in former Victoria’s Secret president/CEO Cindy Fields to join the company’s board. She helped the company improve its front end, and build off its “sexy” image without turning it into Victoria’s Secret wannabe.