Classic Merchandise Begs For Better Catalog Effort

Because of an article reprint included in the catalog, I know that the old 80/20 rule applies. (Eighty percent of sales comes from 20 percent of the products.) Florentine Craftsmen’s current catalog strategy is: It has the molds to make pieces that don’t sell, and those items don’t have to be re-shot, so they still go into the catalog. Pages never meet their hurdle rate, sales stay stagnant, and the brand never gets the cachet it needs to thrive.