Lands' End Going to the Dogs
A signature Lands' End product, the shirt is introduced with "Meet the revolutionary Performance Mesh Polo!" The shirt's upgrades are brought to attention with playful copy accompanied by the corresponding canine images. A Dalmatian "Never spots," a pink Poodle "Resists fading," a Shar-pei "Sheds wrinkles" and a Terrier "Stays your size." These point to the refined features of the shirt, where "dribbles and drops roll right off," "wrinkles won't crinkle" and "colors stay fresh wash after wash." The pooch theme continues on the inside cover as the catalog deems the $24.50 polo "best of show" and "the pick of the litter." While polo shirts dominate the first 17 of the 104 pages, the catalog is a typical late summer/early fall edition with a focus on warm-weather clothing, accessories and shoes. Prices range from $12 for a short sleeve Super-T to $135 for a men's lambs wool jacket. The August 2004 book is also used to introduce the Lands' End Gift Card. The "one gift that fits everyone and any occasion" can be given in any amount between $5 and $500. The card (with choice of design) is mailed in a folder with the most current catalog and a personal message. American Girl Adds Poster Freemium
In an attempt to solidify its position as an "age-appropriate alternative to too-fast, too-soon teen magazines," American Girl has added a new freemium promoting "Worry Free Fun! For your not-ready-to-be-a-teen daughter." 
The original freemium is a poster booklet filled with a collection of 11 colorful mini pet posters for girls ages eight to 12. The posters feature images of pets in a number of playful situations with positive sayings like "Friends come in all shapes and sizes," "You can never have too many friends" and "Love Some Bunny." American Girl encourages girls to use the posters to decorate their room, locker, folders or anywhere that can use a "cute touch." While the posters are aimed specifically at girls, the package's other contents are designed for concerned parents. The solicitation letter lists everything the magazine has to offer in the left margin while making a case for a subscription in the body of the message. The letter closes with a description of sample features readers can expect to find and quotes from parents who have used the magazine as a "positive parenting tool." A soft offer of $22.95 for six issues with one free is offered, a departure from the $19.95 rate tracked previously. A personal touch to the reservation card allows parents to include their daughter's first and last name so the magazine will be mailed directly to her.
Design Changes for Isabella Bird
Late summer brought a few minor design adjustments for Isabella Bird, the women's apparel catalog named after a Victorian explorer and travel writer. Immediately apparent, the cover of the Early Fall 2004 edition features an updated logo and alternative layout style. 
The updated layout features a single image (a model in a Floral Appliqué Sweater) from the cover's top to bottom with the logo and title printed in the forefront. This is new, as previous covers featured approximately an inch of white space on the bottom accompanied by the logo, title, Web site and the copy, "by The Territory Ahead." Isabella Bird began as a spin-off of The Territory Ahead and both remain part of the Cornerstone Brands stable, along with Ballard Designs, Frontgate, Garnet Hill, Smith & Noble, and Travelsmith. Recipients will not find many changes to the book's content apart from the featured "Woman of Vision" section printed on the inside cover. Neda DeMayo, named this season's Woman of Vision, founded Return to Freedom, an organization which saves wild horses. DeMayo is described in the catalog as exemplifying "the pioneering spirit of our namesake." Isabella Bird's products include casual separates and coordinates, skirts, dresses, shoes and accessories. Prices range from $39 for a Supporting Cast Camisole to $359 for a Tennant Creek leather trench coat. Orders can be placed via mail, phone, fax or online.
The direct mail promotions appearing in Mail Stream are tracked and analyzed by ParadyszMatera, a media brokerage services company, through its MarketRelevance(tm) Promotion Library. Click here to visit their site: ParadyszMatera.com.
