Should Victoria’s Secret drop the catalogue?

From a recent RetailWire panel discussion, about rumors that Victoria’s Secret may discontinue the catalog that made it a household word:

The heyday of the print catalog has passed, for many of the reasons mentioned in the article. The production and mailing costs are high, and e-commerce provides a more cost-efficient and targeted way to reach consumers.

But I would caution VS against dropping the catalog completely; to some degree it’s synonymous with the brand image. And judicious use of direct mail and print vehicles (fewer pages and less frequency) can still be part of an effective marketing menu.


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