Spiegel refreshes its brand to reach a more style-conscious demographic

By Alicia Orr , Editor In Chief and Catalog Success

Payner had a more opportunistic view of the market: “In the current economic downturn, there’s been a lot of expense-cutting across the catalog and retail industries, and that generally means less risk-taking,” she explains.

“I have completely the opposite opinion, having been through similar downturns before. Now is precisely the time that, if we’re aggressive and take some risks, we can take some market share [from the competition],” she asserts.