Journey’s Catalog: Keepin’ It Real

The catalog is mailed three times a year: holidays, spring and fall. Each issue has three drops to cover the categories within the shoe business: athletic, men’s and women’s. Versioning changes occur on the covers and the second and third pages.

Nuts and Bolts

Almost all of the copy for Journeys is written by Gerry Stankus, creative director/copywriter at Lorél. Since much of the copy affects the merchandise branding in the catalog, brand managers from, say, Skechers or Timberland can review their page layout. According to Field, most vendors are happy with the copy. “It’s wonderful to work with clients who say, ‘Go. Break the rules. Do your thing.’”