Industry Eye

The primary purchasing decision for a wig for most women is, “Will it look like my own hair?” Many women shopping for wigs are elderly or cancer survivors, although there are women who wear wigs for fun, as well. The benefit of those wigs is the breakthrough technology that makes them look like real hair and stays on even in the wind. It’s not just about the haircut. So to effectively sell by mail, you need to show customers that you have something that’ll be a better choice than what they can get at the mall. You have to work harder in direct mail — pretty just isn’t enough.