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

By Alicia Orr , Editor In Chief and Catalog Success

In addition, Payner says, the layout of the book will change so that the entire catalog reads with one voice and an elevated taste level. One illustration of the new focus: The graphics in the Big Book will be very much the same for home and fashion. And the home section will be divided into two main style preferences—Country Chic and Soft Urban. Payner says, “Everything we do has a consistent, expressive style point of view—from product to presentation.”