Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
“We’re sensitive to the amount of paper we use in our catalogs,” Bowcut says. He notes REI learned that if it were to stack all the catalogs it printed last year, “we’d produce 17 Mount Rainiers. So we questioned that.” At the same time, he says consumers are “used to being in charge” now, “which places pressure on how we use catalogs.”
- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
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