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

The size and formats for the various catalogs remain fairly consistent, with the main catalog staying at 8˝x8˝, while the specialty catalogs are a slightly larger 8˝x10˝ format. One recent creative update: For the 50th anniversary, the company’s catalog logo was changed.

Photography is another important element in the creative process. According to Vernon, “Our merchants, who are in charge of selecting and buying the products for each catalog, work closely with the creative team to determine how each product is styled and photographed.”