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

By Alicia Orr , Editor In Chief and Catalog Success

Payner’s Retail Roots

Prior to working at Spiegel, Melissa Payner, president and CEO, came up through the ranks at various top retail companies, most recently Chicos but also including iMagnin, Henri Bendel and Ann Taylor. As she notes, “One of the main differences between direct marketing and retail is that retail is a gut business. You only know about the customers who buy from you—not those who come in and don’t buy. In direct marketing, you know a lot about who buys, as well as those who don’t buy.”