Author: Melissa Fransen
Creating an award-winning catalog is one thing. Having the first catalog you produce for the U.S. market as an international brand win a Gold Ink Award, one of the industry’s most prestigious awards… that is in a class of its own!
At Nahan, we feel honored and privileged to have been a part of this success with our customer TriSyle Group and their Madeleine catalog. I had the privilege to chat with Niels Degen and Rob McMahon of TriSyle Group to learn more about their catalog creation and their success story with launching the Madeleine brand in the U.S.
Background
The Madeleine brand is a very strong fashion brand internationally. As a part of their strategic growth initiatives, TriStyle Group decided to launch this brand into the U.S. with a catalog pilot test program.
The pilot program consisted of two distributions of 100,000 catalogs each. Everything was planned very carefully for the entire pilot program and then something happened in the world that shook all of us – the pandemic started the same week as their first catalog dropped! Scary? Yes! But, I’m happy to report that all went well. In fact, the catalog performed 10% better than planned; moreover, was 6% more profitable!
“At TriStyle, we are very happy with our first steps into the US market and are looking forward to our future journey.”
Niels Degen, TriStyle
And even better news… the second campaign came in with even better results than the first one!
Creating an Award-Winning Catalog in the U.S.
When creating a catalog for the U.S. market, there are many things to consider from SKU assortments that appeal to the U.S. fashion market to U.S. paper selection to the size of the catalog itself to ensure it is spec’d to co-mail efficient sizes.
Rob walked me through the process of creating the catalog pilot program and how Kelly Marthaler, our Nahan Sales Representative, flew to London to review the details and to strategize on a successful catalog brand launch in the U.S. Every aspect of the project was planned carefully and strategically. One of the ideas that came from the meeting was a “mini catalog” within the catalog itself that featured a range of their hottest selling products featured at special pricing. The mini catalog featured a thicker paper stock than the rest of the catalog to help it stand out. The catalog also featured a few variable special offers, specific to each customer from “free shipping & returns” to “$25 off and a free gift scarf.”
All of these details and more contributed to this successful Gold Ink Award win. Winning pieces for Gold Ink Awards are chosen based on print quality, technical difficulty, and overall visual effect.
Follow Up to the Test Pilot
Due to the success of the pilot program, TriStyle Group has expanded their print marketing efforts to include follow-up catalog strategies and self-mailers.
“I’d like to personally congratulate TriStyle Group’s team on putting together an award-winning catalog! Well done! And thanks for choosing Nahan as your partner for this project. We are very happy for you and your success!”
Melissa Fransen, Marketing Manager
Interested in Learning More About Launching a U.S. Catalog Program for your International Brand?
If you are in interested in learning more about our marketing services, let us know! Feel free to contact us today! Plus, check out the Madeleine website at the following link: https://www.madeleine.com/
Bio: Melissa Fransen is our Marketing Manager. She started with Nahan in May of 2017. Melissa is responsible for Nahan’s marketing initiatives, which includes everything from conference planning to social media initiatives. In her spare time, Melissa enjoys spending time with her husband and enjoying time in the outdoors with family and friends.