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Marketing Intelligence - Brands - Classic Combination Catalogue
Date: newest first
Date: oldest first
The launch of the Classic Combination Catalogue
Includes video content
Recommended by Warc editors
Mark Watson and Nigel Green, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1996
Launch of a new mail-order catalogue, 1994. Based on survey by Manchester Metropolitan University, which confirmed that the 1950 British Standard for clothes sizes was out of date.
Launch of a new mail-order catalogue, 1994. Based on survey by Manchester Metropolitan University, which confirmed that the 1950 British Standard for clothes sizes was out of date. Objective: to recruit new customers who were having problems over `fit', and being deterred from mail-order for that reason: the new proposition was to offer 'better fitting fashion', supported by the survey findings. Qualitative research used to refine the approach. Media selection (press) based on TGI lifestyle groupings: 2-phase launch in Spring 1994 tested alternative executions. Campaign rolled out Autumn 1994: 4-week test on radio, which failed but gave valuable information; press continued to perform well. Spring 1995, press campaign continued to build customers and sales; customer re-orderings from first 2 seasons' recruitment measured at 73-78%. Autumn 1995, decision to extend to TV: pilot tested in summer (UK Living, UK Gold); following successful results of pilot, tested on terrestrial TV (Granada), confirmed no significant difference; later, additional expenditure allocated to 4 satellite and 2 terrestrial TV channels. Spring 1996, the company's biggest ever campaign in January-February on national TV. Results of all these stages (sales growth, recruitment) shown in appendices, entirely due to the advertising without which there could have been no product.
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