Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs

By Alicia Orr , Editor In Chief and Catalog Success

As Green explains, “Covers and opening spreads often feature new products that we feel have visual appeal and will hopefully be best-sellers.” Other key positions are determined by prior sales results.

Adds Vernon, “Our brand managers ensure that each product is positioned and priced according to our target markets. A uniform brand image is extremely important to retain our loyal customer base.”