Coldwater Creek, Sandpoint, ID, is testing a new catalog.
Called Footnotes, the catalog reached a test market this spring featuring shoes, accessories and some shirts, Coldwater Creek CEO Georgia Shonk-Simmons said yesterday.
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| Coldwater Creek introduces Footnotes. |
The 47-page, 7″ x 7″ prospect catalog reached customers from the house file that had previously purchased shoes. The test was “successful” and will be followed by additional testing, she said.
And, in a move that is certain to make many clothes shoppers happy, Coldwater Creek has changed its merchandising strategy. Beginning with its fall catalogs, “real-time” merchandise will be presented instead of the usual practice of offering fall clothing in the summer months.
“The customer is buying closer to the time of need, she prefers to buy when she can wear,” Shonk-Simmons said referring to the cataloger’s core customer, a 35-to-55 year old woman.
To implement the buy-now, wear-now strategy, the fall catalogs will shed the typical January style clothes made of wool and wool blends as well as heavy sweaters and outerwear in favor of heavier-weight linens and darker “vegetable” colors
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