New Boston Proper Catalog Eyes Those With Wanderlust

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Cataloger Boston Proper launches a title in March for the fashionable traveler called Boston Proper Travel, the company said Monday.


"Based on past sales and customer feedback, the Boston Proper customer loves to travel and wants to look sexy, effortlessly and without forsaking comfort," said Skip Hartzell, executive vice president and Internet chief creative officer.


Boca Raton, FL-based Boston Proper's target audience is affluent, active women ages 35-55. The typical customer is a busy professional living in an urban or suburban community.


The new 76-page catalog will try to meet this audience's travel needs with products including a new line of wrinkle-free twill apparel, vintage travel-inspired separates, swimwear, golf, tennis and spa coordinates and lightweight luggage.


The catalog was photographed on the Caribbean island of St. Martin.


Boston Proper will have 28 mailings this year for a total circulation of 32.5 million catalogs.


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





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