Redcats’ Brand Revival

The company has analyzed its failures much more closely than in the past. For instance, last fall, when an unnamed catalog performed below par, Kazmer recalls, “We immediately tore the book apart to figure out what we missed. We went back to basics by doing an assortment of analyses of the categories in the catalog, determined productivity by page and category, looked at the colors — were they clear enough? — the angle of the photos, use of models and the overall pagination of the book to make sure it wasn’t boring. We even looked at our in-stock position to make sure we had all the products.”