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

By Alicia Orr , Editor In Chief and Catalog Success

1997: The Beginning of a Turnaround

Four years ago, Payner was hired to be a part of the turnaround team charged with breathing new life into Spiegel Catalog Inc.

Recalls Payner: “What I believe had happened over a decade or so was we had been very forward-thinking in terms of identifying working women as a segment to target. But then we became very inward-looking and failed to see the next trend—where our customers were going.”