Branded to Fit Her Style

The brand also is gaining exposure in the fashion press by appearing in catalog advertisements in magazines such as Marie Claire.

Fast-track Product Development

Having learned how important being “on-trend” is to her customers, Newport News has worked heard to shorten its merchandise time to market; 20 percent now is on a fast track development cycle. Overall, the catalog’s average product development time is down from 16 weeks to 12 weeks—an amazing feat considering every one of the 30-plus catalogs the company mails annually contains new items. “Every time we mail, we put new merchandise in the book, including in sale media and in each season,” says Madonna.