A.T. Cross Crosses Into Direct Mail

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Pen manufacturer A.T. Cross is writing its way into homes with the launch of its first catalog, due in homes this week.


A.T. Cross has made high-quality writing instruments and accessories since 1846. However, the company is embarking on a new corporate branding strategy this year that involves aligning the name more closely with fashion -- and the catalog is a pivotal part of that strategy, said Monica C. Smith, president/CEO of Marketsmith Inc., Montclair, NJ, which helped A.T. Cross develop its direct-to-consumer strategy.


The 20-page catalog features the company's pens, leather portfolios, wallets, key fobs, reading glasses and watches photographed against tweeds and other fall fabrics in some of this season's most fashionable shades, Smith said. It mails to a house list as well as prospects. Prices range from $55 to $395 per item.


A second mailing is to be in home the first week of December.


The catalog contains an order form and also directs consumers to A.T. Cross' two retail locations as well as its Web site, www.cross.com. The site was relaunched Tuesday to reflect the new image and be more e-commerce friendly, Smith said. The catalog also will direct recipients to the brand's retail partners via ink-jet messaging on its back cover.


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