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

By Alicia Orr , Editor In Chief and Catalog Success

Once it had all of this new insight, the Spiegel team needed to come up with a plan of action for itself. However, the time for a brand makeover just then wasn’t great: When Payner took the top spot in late 2000, the catalog industry was beginning to feel the pinch of the economic downturn, and Spiegel was no exception.