As previously reported, direct sales for apparel marketer Delia’s held their own during the second quarter. But documents recently filed with the Securities and Exchange Commission add color to the company’s direct marketing efforts – and show that the catalog channel remains viable for it.
During the second quarter, Delia’s direct efforts pulled in $22.1 million, up from $21 million a year ago. Retail sales ticked upward from $23.6 million to $23.7 million, but these results were the result of opening new locations. Comparable store sales fell by 8.1%.
Granted, Delia’s attributed the direct response sales results to increased volume as a result of incremental clearance activity. But the numbers in Delia’s filing offer an interesting peek at the company’s DM fortunes.
For instance, while it trimmed catalog mailings slightly (from 9.3 million copies in second-quarter 2008 to just under 9.2 million for the 13 weeks ended Aug.1), its catalog revenue actually increased, from $3.6 million to $3.8 million.
In both quarters, catalog sales held their own, generating 17% of total DM sales.
Internet sales, which stood at $18.3 million for the quarter just ended, were up from $17.5 million a year ago.
