Catalog Launches In Homes, On HSN Almost Simultaneously
The launch this week of a new catalog from Cornerstone Brands called IOS, for Individual Original Style, is being supported with spots on TV shopping network HSN.Cornerstone Brands and HSN are divisions of IAC/InterActiveCorp, which views this type of cross marketing as a key strategy.
"The coordinated introduction of IOS into the marketplace via catalog and TV-retail epitomizes everything we are striving to accomplish with the recent acquisition of Cornerstone Brands," said Rob Gruen, HSN vice president of merchandising. "Channeling the incredible power of the TV-shopping medium to support the introduction of a new catalog brand into the market is a formula for success when targeting this highly appealing demographic."
IOS is a women's fashion apparel catalog designed for women ages 40-55 who want to express their individuality through easy-to-wear, fashion-forward choices. It was created by Cornerstone Brands' TravelSmith Outfitters division.
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
