I read Jerry Knoll’s article about catalog merchandising (“Merchandising Your Catalog Without a Trade Show,” Nov. 21). It was very informative. I am on the other side. I am a vendor. We face the problems in reverse. We do shows because often they are the only way to get access to a buyer.
It is very frustrating to have a great new, unique product and you can’t get a buyer to look at it or to test it.
You are correct about the “need” for great new products to succeed in the catalog business. However, many buyers will not look at new product until a competitor already has it in their catalog.
Even after we had had success in one industry and are in about 1,000 retail nursing uniform stores and several large catalogs, we find it difficult reaching catalogs in new industries.
Gary Bronga, President, Clipeze Inc.