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

By Alicia Orr , Editor In Chief and Catalog Success

“It was a somewhat painful exercise to go through, because we wanted to know the good and the bad,” says Payner.

By surveying a portion of the 3.3 million customers on its housefile, Spiegel could better understand who its primary customer is today. In a nutshell, says Payner, “She is a 43-year-old working woman who loves to shop.” In addition, she notes, “Our customers shop at every level. People who shop through Spiegel are just as likely to shop at Target as they are at Neiman Marcus. And I think that’s a general trend in shopping today.”