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

By Alicia Orr , Editor In Chief and Catalog Success

Creative: A Fresh New Look in the Mail

Once Spiegel had the right product mix, its next challenge was to showcase the merchandise in a way that would convey its new brand image—and motivate purchases. For the Spring 2002 catalog, “We will bring the product to the forefront to show the fabric and thus relate the quality of the product offering,” says Payner, noting that this strategy is being applied to both apparel and home furnishings.