Retailers Mail Style Guides to Entice Shoppers

Now, many retailers can sell apparel like what these catalogers offer. They can promise lower prices, similar quality and exceptional customer service. Target and J.Crew stand apart because of how they keep direct mail relevant. They use high-quality paper, copy and images to break through the mailbox clutter, and build (or reinforce) a unique identity for themselves and a lifestyle for their customers. The focus is on benefits (e.g., looking stylish, looking great for work and play), not just features.