SPIEGEL'S BED & BATH CATALOG PLACES EMPHASIS ON LUXURY.
The catalog represents a broad range of styling and products that are more trend-right than is typical of the retailer.
The 52-page book contains bed, bath, window treatments, furniture, decorative accessories, gifts and lighting, and encompasses more than 300 items -- 80 percent of which are product introductions. Lynette Franz Cvikota, vice president of home, oversaw the product development of the catalog. Cvikota, who previously developed a home collection for Banana Republic, joined Spiegel in December 2001.
Cvikota was brought on board to help the company "nurture its home business," according to a statement issued by Spiegel Group earlier this year when it released its financial results for the last fiscal year. For that 12-month period, Spiegel's catalog sales were down 12 percent. For September 2002, the catalog's sales were down 25 percent.
The company is using market research to identify concepts and items that appeal to targeted customer segments to build incremental sales. Spiegel is also using research to offset losses caused by its new credit policies and migration away from high-risk credit customers.
The new bed and bath catalog is part of that effort. The products in it encompass a wide range of styles, from ultra-feminine pink silk duvets and bedding to masculine looks in wool suiting fabric. But all of the items are geared toward imbuing the consumer with a sense of luxury.
"Our research showed that our customers felt that their home was one of the few areas of their lives that were totally in their control," said Bradford Matson, senior vice president of advertising and brand communications. "And within the home, the bed and bath are her sanctuaries. We developed a collection of beautiful, affordable product to fit her needs."
The new catalog replaces Retreat, a specialty catalog that focused around the bathroom spa trend. Although the bed and bath catalog relies on the same market research that inspired Retreat, it is a more highly evolved effort, according to Matson. "For Retreat, we used existing photography," Matson said. "Here we thought about the customer, then we developed product, then we did the photography and then it will roll into the big book."