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

By Alicia Orr , Editor In Chief and Catalog Success

Explains Payner, “We set out to improve our quality in order to then reduce returns. And then our next goal was to have that quality and our renewed sense of style represented in our advertising and promotion.”

Survey Says: Listen to Customers

But before Spiegel could refresh its marketing and advertising strategies, it needed to discern first-hand what consumers thought of the Spiegel brand. So, last fall Spiegel Catalog started a major consumer research project.