Delia's Tests Boys Market With Droog

Share this content:
Delia's, New York, the cataloger known for capturing the attention of teen-age girls, tested the boys' market this week with a 48-page catalog called Droog.

"It's an exciting market and an untapped market, and we feel it's a great opportunity," said Steve Kahn, Delia's president.

The name for the book was selected from an internal company contest, he said.

Although Kahn wouldn't say how many copies of the book were dropped, he said it was tested with a host of lists -- primarily those from the TSI Soccer, the cataloger/retailer acquired by Delia's last December. Some names also came from overlays of the Delia's file to find households that also had young men at home. In addition, the company soon will begin efforts to capture names from its Delia's and Scream retail stores by asking people to sign up for mailing lists when they use their credit cards and by other point-of-sale methods.

Unlike Delia's, which is photographed in a studio, Droog is shot in parking lots, fields, suburban backyards, on country roads and baseball fields. The centerfold displays no merchandise, instead featuring the front end of a white car bearing a New York license plate with the word Droog on it.

The merchandise -- which includes T-shirts, knit hats, sweaters and sneakers -- has a very casual look. Brands include Kappa, Adidas, Stüssy, Free People, Ecko and Fresh Jive. The company used vendor contacts from TSI Soccer, Scream and Delia's in merchandising the book.

Much like Delia's, the book targets a Generation-Y audience that generally ranges in age from 10 to 24.

"We're looking at this as a test. I'm sure there are some modifications we'll work out as we get feedback, but we're very excited about it," Kahn said.

A holiday book also is planned that will drop around Thanksgiving, he said.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above