Marketing and Sales: going backwards to make progress?
Spotty teenagers won't have to sit in front of their monitors so long now that Bare Necessities has decided to print a catalogue.
It's no big news, you might think, that a lingerie retailer is to print a catalogue. But this is news for the retailer concerned is Bare Essentials - a hitherto exclusively on-line retailer.
"This catalogue will help to redefine lingerie in the minds of many consumers," said Jessica Jackson, vice president of E-Commerce for Bare Necessities. "Our catalogue presents the beauty and elegance of top lingerie brands in a friendly and accessible way -- the bras, panties and shape-wear that women wear everyday, in a simple, sophisticated setting."
"The launch of a print catalogue is the next logical extension of our brand," said Noah Wrubel, CEO of Bare Necessities. "Our catalogue features all the latest styles from the most sought-after lingerie designers, and provides an exciting new option for our customers. The print catalogue will enable us develop and maintain relationships with our customers in new ways."
A statement from the company says "The new catalogue showcases not only the sexier side of intimate apparel that ordinarily comes to mind when one thinks of lingerie, but also the practical, everyday items and wardrobe staples that women rely on regularly, such as sport bras, shape-wear, minimizers and t-shirt bras. The result is an elegant and sophisticated magazine-style catalogue that features a vast array of lingerie styles, and one of the very few to offer a range of brand names and designers."
The Bare Necessities website is one of those annoying sites that won't let you browse unless you have cookies enabled. The paper version's only restriction will be whether a mother mucking out her teenage son's room finds a copy.
But the real story behind the story is that a company that started on-line retailing in 1998 and claims to be the world's 250th largest retail website is adding paper to its line up.
Seemingly the internet has not yet totally killed all other forms of marketing and sales channels.
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