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Catalog Age

May 2000 * Vol. 17, No. 6
By Charlie Fletcher

_________________new catalogs

Elevations

At the statuesque height of 6'3", Marlene Henderson has been designing and sewing stylish clothes for herself since she was 16 years old.  Now she's selling her designs in Elevations, her new clothing catalog for tall women.

In November, after completing her MBA and a stint playing professional basketball in Europe, Henderson launched the 16-page catalog of business and casual clothing and accessories.  She mailed 6,500 copies to rented lists and names pulled from the guest book on her year-old Website.  She mailed another 2,500 catalogs in January and plans two more mailings this year.  Enthusiastic about the response rate of 2% and the $150.00 average order, Henderson expects to garner about $75,000 in sales by the end of her first year.  "I started the catalog as a service to tall women everywhere," she says.  "We are always struggling to find fashionable, comfortable clothes."

Product category: specialty-size women's apparel
First mailing dates: November 1999
Size of mailing: 6,500
Target customer: tall women
competitors: Just My Size, J.C. Penney's Especially for Talls
Price range: $35-$350
Frequency: four times a year
Number of pages: 16
Size: 8" x 10"
Telephone: 888-920-9595

 
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