Masters of Reinvention
Continual change keeps Paul Fredrick MenStyle at the top of its game
• Invest in e-commerce. Allen Abbott, vice president of marketing, says, “It’s difficult to survive today without a sophisticated presence on the Web.”
• When in doubt, do the obvious. When asked who designed the highly professional and complete catalog order form, Sacher said that he did. “I studied what everybody else was doing and did what they did,” he notes.
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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.
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