Redcats’ Brand Revival
Friedman says he knows his core female customers have household incomes of $45,000 to $60,000; are 35 to 54 years old; and are value shoppers but not deep bargain-basement hunters. “We know she’s looking for home fashions consistent with her taste [in apparel],” he notes.
As the company has expanded into home décor and gifts, its objective has been to manage the businesses as one customer file, even though they’re separate businesses, Friedman says. “There’s a lot of overlap in the businesses. We built Brylane-Home and BrylaneHome Kitchen to leverage the apparel file, and did the same with BrylaneHome Wishes. We’re just continuing to expand our share of wallet by offering her more things consistent with what she tells us she likes to buy.”