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

By Alicia Orr , Editor In Chief and Catalog Success

There’s no arguing that Spiegel needed a change when Payner took the reins. Looking back five or six years, one might describe the catalog’s branding as “neither here nor there.”

Its positioning wasn’t decidedly upscale nor downscale, not sophisticated or trendy, but somewhere in the middle. And for a cataloger today, that’s not a good place to be. To survive and thrive in the current marketplace, catalogers must have a strong brand identity.