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

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