Sundance Catalog spent years building a brand and an audience. Now it is spinning off in new directions

By Catalog Success Staff

“Rural Route 3 has a different sensibility,” says Beck. “It is still true to the Sundance feeling, but it is somewhat of an organic connection. There is a connection more to the natural environment to natural fibers, a holistic approach.”

Finding an Audience

Since the 25- to 45-year-old group was not an existing customer demographic of Sundance. Erdos relied on her experience with Jewelry to target the market. Sundance began its audience search by building an Abacus model of its ideal customer using similar buyer profiles from other catalogs, such as Anthropologie, Banana Republic, Monteray Bay and Kenneth Cole.