WearGuard - B-to-B with a Consumer Twist (2007 words)

Design Show and Tell

For WearGuard, there are two goals of this comprehensive creative process:

1. to position the company and its brand as an authority in its marketplace; and

2. to produce a catalog that is, in Abrams' words, "very shoppable," that is, easy to use and accessible.

With the aim of emphasizing WearGuard's quality and brand, Hammond says, "We've studied catalogers who do a good job of positioning themselves as experts/authorities in their respective product fields." She cites The Travel Smith as a catalog that does a sound job of providing its customers with product information. "We've also studied catalogs that do a great job of positioning product on the page. And our creative catalog team and marketing analyze what our competitors are doing."