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

By Alicia Orr , Editor In Chief and Catalog Success

Payner makes sure she keeps an ongoing check on the customer through research and also by remaining a customer herself of “every catalog we send out.”

As Payner sums it up, “The key to keeping it working is to be ever-evolving.”

At a Glance
Spiegel Catalog,
Division of Spiegel Inc.
Headquarters: Downers Grove, IL
Employees: 800
Outlet stores: 18
Catalogs mailed in 2000:149 million
Year 2000 revenues:
$833 million
Printers: Quebecor World and R.R. Donnelley & Sons
List Manager: Direct Media