The launch of the Classic Combination Catalogue

Mark Watson and Nigel Green

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on survey by Manchester Metropolitan University, which confirmed that the 1950 British Standard for clothes sizes was out of date.
Agency: Advertising PrinciplesAuthors: Mark Watson and Nigel Green

The launch of the Classic Combination catalogue

INTRODUCTION

This paper charts the launch of the Classic Combination catalogue over its first five editions; a period of two and a half years. A catalogue is released for the spring season in January and for the autumn season in late July. It was a highly successful launch and was achieved solely by the use of catalogue advertising, that is to say, the catalogue and its proposition are advertised, the customer is invited to return the coupon or telephone the company...

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