Jambu’s Catalog Mixes Practicality With Suburban Style

Adventure may be the last thing you’d expect to find in the suburbs, but this direct mail catalog from footwear retailer Jambu tries to prove otherwise.

Mailer Name: Jambu
Date Mailed: January 2016

The theme of Jambu's Spring/Summer lookbook is “The (Sub)Urban Adventures.” Jambu's shoes are designed to be comfortable, but the focus of this catalog is also to demonstrate that shoes made of compostable, sustainable materials can be stylish.

On the front cover are two smiling women wear Jambu shoes in a supermarket. It doesn’t sound all that radical, but wait. On the first page inside the cover, the copy asks: “Why wait for the big adventure when every day can be one? And since when does suburban mean subdued?”

Most of the spreads in the lookbook show women (and a few men) in a variety of typical suburban settings. They’re sitting by the pool, trimming hedges, walking in the backyard or washing dishes — and all smiling while wearing their Jambus.

A few other noteworthy items:

• There's no big call to action in the catalog, only a discreet phone number inside the front cover.
• Every purchase of a pair of shoes or boots helps plant trees via Jambu’s partnership with American Forests.
• Customers can share on social media how they turn “an everyday task into an exciting and bold experience.” Winners with the most likes get a free pair of Jambus.

You can see how Jambu positions its merchandise by downloading a free PDF of this direct mail catalog, courtesy of Who’s Mailing What!.

The Takeaway
To grow your brand, add products that reflect what consumers are buying in a rapidly changing marketplace.