Spinoffs, new merchandise categories and other strategies Redcats USA is using to capture new customers.

By Paul Miller

The 72-page book, which will mail six times this year, has performed on-plan so far, says Gaigneux. “It reflects the way we’re listening to our customer. It was developed wholly on feedback from her. She told us she was looking for feminine, romantic lingerie in extended sizes. So we created an offer based on her very specific needs. And she responded,” he notes.