Branded to Fit Her Style

Merchandising the Brand

With all of this customer knowledge, Newport News focused on ways to push its strengths. “We positioned ourselves as a ‘Real Fashion, Real Value’ brand, and looked for new ways to merchandise up and down the chain,” says Madonna. As part of the rebranding, catalogs were revamped to feature editorial content and fashion advice. “Our goal is to not be just another catalog in the mail”