Nautica Home Catalog Debuts
Upscale sportswear brand Nautica recently launched a catalog of home furnishings and linens simply called Nautica Home. Notably, the new catalog has no apparel counterpart, even though the company is better known for its
 apparel. Two versions of the "Premiere Issue - Fall 2003" were mailed, one featuring an anonymous female with her back to the camera and holding an open book, another with a scruffy-faced, long-haired male apparently daydreaming. Both are shown in bed with their shoulders bared, relaxing on the same brown-and-rust cotton sheet set, an ombre plaid pattern named Adirondack ($17- $60). Overall, the catalog has a glossy upscale feel, and stands out due to its square-ish size (9-3/4" x 10"). Its cover unfolds to reveal an extra panel, graphically filled with pillows, a glass vase, quilted throws and lifestyle photos like a backyard of sunshine-dappled woods. David Chu, founder of Nautica, welcomes recipients and describes the collection as "modern American classic design, the highest quality materials and craftsmanship, color and value." The only accompanying copy on this inner spread quietly promotes one of the catalog's best features - free shipping on all orders. A subdued navy-blue type on a taupe background almost whispers, "All prices include shipping. No complicated shipping charts and no extra fees, even for furniture. Every price includes standard shipping." Subtlety like this is consistent with the merchandise on display, like Stateroom wool bedding ($199 - $215 duvet covers), a modern classics sleigh bed ($1,300 - $1,700) and Seagrass silk accent pillows ($56) - as well as with Nautica's overall image.
St. Joseph's Indian School Tries More Incentives
St. Joseph's Indian School has always been adventurous when it comes to creative strategies, but the changes seen in two recent packages are still surprising. Both efforts put a new twist on front-end incentives by combining a
 jewelry freemium and address labels in the same package - a rarity among major fundraisers. Another significant change is the size of the packages themselves, which are oversized at 12-1/2" x 9" and 9-1/2" x 8-1/2" respectively. Super-sized promotions have proven successful for categories like political and senior health causes, but remain the exception rather than the rule for child-oriented or humanitarian organizations. The two St. Joseph's Indian School promotions have distinct themes, which play out in similar fashion. The larger piece has a "heart" theme, with a red, pink and white color scheme, a gold heart pendant (visible through the outer envelope) and 60 address labels that alternate between hearts and personalized monograms. The piece is busy, with personalization on nearly every component. The copy ties all of the elements together by telling donors how they can help mend the "broken hearts" of needy Lakota children. The other promotion features a Dreamcatcher keychain, and a corresponding "dream" theme is carried throughout the package. The envelope copy reads: "Dreams of Hope for the Children." This effort is also heavily personalized and features 43 address labels with pictures of Dreamcatchers, stars, hearts and personalized monograms. The donation ask ladder for both efforts is $10/$15/$25/other, which is consistent with prior efforts.
The Sharper Image's Gift to Holiday Shoppers
Multi-channel retailer The Sharper Image has a surprise in store for many techies this holiday season. In addition to the latest electronics, gadgets and unique gifts, the Holiday 2003 catalog features a gift card worth $20, $200 or
 $2,000 inside. A yellow dot on the front cover calls out to recipients, "Look inside. You may have up to $2,000 to spend!" An insert in the middle alerts shoppers to the special offer, complete with a tear-off gift card the size of a credit card. The blue card does not reveal much, but a barcode on the back is used to identify how much shoppers will save in any Sharper image store, online or by phone. Every card is worth at least $20 off $60+ orders, while a few cards give holiday shoppers a discount of $200 or $2,000 off any Sharper Image purchase. The catalog is jam packed with 128 pages of high tech products including digital cameras, DVD players, remote control cars and massagers. Notable favorites include the Human Touch Robotic massage chair at $1,799.95 or an electric bicycle for $999.95.
Seen in the Mail items are identified and researched by MarketRelevance.com, an online direct mail and email promotion tracking resource offered by ParadyszMatera. CM staff conduct the interviews.
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