CATALOGUE FUTURES 1. Slip the brand message into the design
DISCO VER SOMETHING NEW AND BEA UTIFUL
As comfort finally finds its place in high fashion so Blue Marmalade is creating a rather wonderful niche. And this is our first fully fledged AW collection. Inspired by the most beautiful fabrics that caress your skin. Created to reflect the woman you are when nobody else is watching. Timeless elegance meets contemporary chic.
These are clothes to fall in love with. Elizabeth
Micr oModal Wrap To p Softly feminine with bracelet sleeves, this coral wrap top is wonderfully easy to wear. The MicroModal fabric is incredibly soft and feels gentle against your skin. MicroModal Elastane Sizes 8-16. Colours: Soft Coral, Light Mink, Ballet Pink, Powder Blue.
£48.00
“Blue Marmalade launches its first own label collection. Lovely it is too”
Alice Fisher, Commissioning Editor of Observer Magazine
Helena
Silk Trim Sleep Short s These sleep shorts feel decadently feminine. Created from a MicroModal fabric that is softer than soft, they are trimmed in Italian silk. Sizes 8-16. Colours: Soft Coral, Powder Blue.
£45.00
Buy the Helena PJ set for £89.00 See page 41
Front cover picture:
Elizabeth MicroModal Wrap top see page 22 Grace Rolldown Pyjama Pant see page 46
2 Visit us at
bluemarmaladelondon.com 3
In the highly competitive world of upmarket fashion, the image is king. Te look of the book must be the top priority – which means the photography and the design. And unless you’re one of the big boys with huge budgets, you’ll have a limit on the paper area available for each catalogue. Tis spread from niche fashion specialist, Blue Marmalade, shows how a paragraph of brand-focused copy, written with the Tone of Voice carefully embedded, can also act as a spread intro and blend in without making everything look cramped. It marries in with the proposition-led headline, a press testimonial and the product copy. Working in an element of brand positioning that gently stands out while retaining white space, is a good way of making your catalogue work harder for you, without losing the hard-earned design style.
Adding the brand message, retaining the stylish look.
11
2. Inject brand presence and a more contemporary feel
Despite some press reports, most charities have very limited budgets, so it’s essential they make the most of every square cm of their catalogues, in order to maximise effectiveness. Here’s a ‘before and after’ example. Breast Cancer Care is a
wonderful charity, but doesn’t have the profile of a large charity. Te charity has been addressing this, with a new logo and tagline, but their catalogue needed work. For example:
Dear Friend
Christmas is a time for giving, and we have all kinds of thoughtful gifts for you to choose – from beautiful jewellery and fun stocking and practical homeware.
You can browse through our full range of gifts Your generosity helps our work
As you know, all proceeds from your order help us across the UK.
If you order using the form on page 15 in your email address and phone number. This means we can contact you if we have any queries about your order. (We never pass on your details to anyone.)
I look forward to receiving your order, and thank you for your valued support.
Yb th online
atwww.breastcancercare.org.uk/shop where you can also order.
How your support helps
Our Helpline, an expert
team, is there for anyone breast cancer
‘I’ve used the Helpline on many occasions when I have been at my wits’ end. The experienced team on the end of the phone are always incredibly nice, patient and helpful. Breast Cancer Care is without a doubt the best thing to have come from this experience.’
Catherine McCrohan Breast Cancer Care
What’s inside
Jewellery 3-4 Clothing 5 S C S H
2 6-8 9-10
11-12 13
Elizabeth Als, East Sussex How to order Shop online today at:
www.breastcancercare.org.uk/shop Call us:
0345 092 0821
8:30am-7pm Monday to Friday and 9am-midday Saturday
Post: Pop your order in the post free to
FREEPOST RTJL-BSGK-TCTJ,
PO BOX 33, ROSS-ON-WYE HR9 9WA
You’re supporting people living with, through and beyond breast cancer
Page 2 is a key page for introducing the proposition – what the catalogue is for and why you should order from it. Te ‘before’ catalogue page is undifferentiated, essentially all text and two colour, with no focus. In detail, the ‘after’ page 2 includes the following
improvements: • Te logo and tagline – we are proud of what we do. • Price ticket graphic – with a strong push to the website. • Heading – succinctly differentiates from other gift catalogues.
• Dear Friend – addresses the recipient with a personal message.
• Letter – short, explaining what there is, what we do with the proceeds, and how to order.
• Testimonial panel – this gives a personal testimony that supports the assertions in the letter.
• Order panel – with a contents panel showing the range, as well as how to order.
Te page now has brand presence, positioning and personality
– with more human interest, warmth and impact. Not least, there are three different pushes to website on this page, each in a different context. Te changes are all carefully considered to work in harmony,
Page 2. Before (left) bland and unexciting: After (right) content-rich and impactful.
without descending into a cacophony of shouting and competing elements.
continues overleaf >
Direct Commerce |
www.directcommercemagazine.com
We’ve put together of Christmas gifts for you, with more on our website.
(See bottom of page 3)
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