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

By Alicia Orr , Editor In Chief and Catalog Success

As a result, says Payner, “We became less relevant to our customers. We were in kind of this disconnect phase with our customers.”

The turnaround team set out to try to reduce the time it took to implement new styles in the various catalogs. In addition, the company learned it had two main issues to tackle: product quality and improving audience perception through its advertising presentations.