Bombay Company Redesigns Gift Catalog

Share this article:
It's not only good things that come in small packages. Apparently so do good gift catalogs, according to The Bombay Company.


Bombay mailed a spring gift catalog this month that has smaller dimensions than its previous gift books along with a completely new look.


The company also increased the circulation for the spring gift book by 60 percent.


"We think of our gift catalogs as something special, and we wanted to make sure people knew that we were doing something different," Bombay creative director James Welch said.


The new book measures 6 1/4-by-8 15/16 inches. The company's past gift catalogs and all of its other catalogs measure 8 1/2 by 11.


The new catalog is 84 pages while previous versions usually contained 40. However, it has about the same number of SKUs as prior books. This lets the company show one or two products on many of the pages.


"We wanted to get close up with a lot of the products," Welch said.


Also, many images of different-sized items have been reproduced on the same scale. For example, the photos of a votive candle holder and a wine cabinet are shown at about the same size.


Another benefit of the book's smaller dimensions is its portability, Welch said, as it is the right size for someone "to slip into a purse and show to people."


Another change is that many of the photographs weren't shot in a room setting.


"In other books, that's where we need to be," he said.


In the new gift catalog, for example, silver salt-and-pepper shakers are photographed next to a bird's nest.


Many shots are also dominated by a single color.


"We wanted to be monochromatic and tell more of a color story, but still let the products stand out," Welch said.


Bombay will adopt the new format for its holiday gift catalog as well, which is to reach homes Nov. 8. A last-minute gift book, however, will retain the regular 8 1/2-by-11 format.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

7 Ways to Take Your Marketing Strategy to the Big Leagues

7 Ways to Take Your Marketing Strategy to ...

A game-winning omnichannel strategy must be seamless, synchronous, and symbiotic.

Pet World's Multichannel Marketing Is a Whole Other Animal

Pet World's Multichannel Marketing Is a Whole Other ...

The family owned pet store redesigns its website to bring the in-store experience online.

Complexity's What Marketers Got, Simplicity's What They Want

Complexity's What Marketers Got, Simplicity's What They Want

Customer insights managers want campaign management tools to remain easy to use, even as they up their games with multi-layered campaigns.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.