Cache Plans Full Catalog Amid Major Marketing Push

Women's apparel marketer Cache Inc. will step up its marketing efforts for the coming fall season, including developing a full catalog, increasing its direct mail circulation and airing its first TV ads, the New York-based company said. Next year, the company also will launch an expanded customer loyalty program.

To help spearhead the program, Cache has retained the consulting services of James P. Frain, former chief marketing officer of multichannel women's apparel merchant Chico's FAS Inc.

To support these efforts, Cache plans to raise its marketing spend to 4 percent of sales from 3 percent currently beginning with the fall season.

Cache is a specialty chain of women's apparel stores with 272 locations. It targets fashion-conscious women ages 25-45.