February 4, 2004, 12:00 AM

Don’t Spare That Tree

(Page 3 of 3)

BackcountryStore plans three to four catalogs this year, with product selection based not only on what’s selling well online but what communicates the brand. That starts with the cover. The first catalog featured a skier so deep in power that only those familiar with the sport would immediately recognize what was depicted. “If you were not a skier, you’d wonder what you’re seeing. The goal was to raise enough of a question with people so the catalog would make it past the wastebasket by the door.” says Bresee. “Quite honestly, we’re rookies at catalogs. We guessed-and we think it worked.”

mary@verticalwebmedia.com

comments powered by Disqus

Advertisement

Advertisement

Advertisement

From IR Blogs

FPO

Melanie Lee / Mobile Commerce

Alibaba adds fingerprint security to its mobile payment app

Consumers with a new Huawei smartphone equipped with a fingerprint reader will be able to ...

FPO

Patrick Smarzynski / E-Commerce

What the changes at eBay mean for sellers

The online marketplace introduced new rules for sellers last month. It’s crucial that sellers understand ...

Advertisement