Winter, Spring, Summer, Fall

WinterSilks has a totally different audience. An equal number of male and female customers are on its file, and its buyers are more concentrated in the colder regions such as the Northeast and Chicago. Their average age is much older—in their early 50s.

Catalog mailings and all other prospecting for both divisions are handled independently. Effective targeting of rental lists is the key to the company's catalog marketing efforts. According to Scott, list data and selectivity make it possible for a wide variety of rental lists to work for the two catalogs. "We attempt through extensive history to target the right names on the lists we choose to rent," he says.