Eddie Bauer Woman
Casual outfitter and cataloger Eddie Bauer launched its specialty edition Eddie Bauer Woman, offering only plus sizes. As previously reported, the apparel marketer has offered many items in these sizes in the past, alongside regular, petite and tall sizes in its namesake catalog. However, the new book is "dedicated exclusively" for the first time to female shoppers size 16W - 26W. And, as the inside cover’s company greeting points out, "It’s about time!" (The quote is attributed as the likely reaction of Christine "Stine" Bauer, the nearly 6-foot-tall founder’s wife.) A dot-whack sticker on the front leads customers to local stores, where Women’s sizes have also been added. In addition, a 12-page version of the Eddie Bauer Home edition is stapled into the center offering the first look at the Halloween season, with merchandise like decorative terra cotta pumpkins and spider-web dishware.
First USA’s Liquid Visa
In its latest effort, First USA introduces the Liquid Visa, a fully customizable credit card. Upon application, participants can choose their preferred annual percentage rate (APR) structure, rewards program, payment date and card design. Applicants are given two APR structure options. The first offers a no intro fixed APR of 7.9% on purchases and balance transfers. The second gives a 0% introductory APR on purchases for 6 months, followed by a 9.9% fixed rate. For this option, the APR for balance transfers is fixed at 9.9% from the time of approval. Rewards program alternatives include Cash Back (a 1% rebate on every $2,500 in purchases), Extraordinary Rewards (points earned through purchases and redeemed for merchandise) and Value Miles (a frequent flier program). Of note, applicants must reply via telephone or online to personalize the credit card. Direct mail responders receive a default Liquid Visa with the 7.9% APR and no rewards.
Williams-Sonoma
Williams-Sonoma’s newest Autumn 2002 catalog features a sweepstakes incentive, the first-ever tracked from this upscale cooking cataloger. As promoted on the front and back catalog covers and in greater detail in a brochure found at the book’s center, the Williams-Sonoma Culinary Excursion sweepstakes showcases a grand prize of a nine-day trip for four to the Périgord region of southwest France -- an acclaimed destination for gastronomes -- and includes cooking classes and meals at notable French restaurants. The sweepstakes also ties in well with the "French Bistro" theme of the first several catalog pages; products are either French-inspired, from French manufacturers, or are used for preparing French cuisine. Contest entries are accepted through December 31st via the entry form attached to the catalog brochure or online.
The direct mail pieces appearing in Mail Stream are tracked and analyzed by Paradysz Matera, New York, through its online competitive direct mail and e-mail tracking tool MarketRelevance. Located at:www.MarketRelevance.com
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