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

By Alicia Orr , Editor In Chief and Catalog Success

Not only did Spiegel gain a lot of valuable customer information through the research process, but, “We learned that brand is very important. Customers love our Big Book for all it has to offer, but they told us we didn’t have a differentiated style point of view, and we had to be more relevant to her life,” Payner says.