Catalogs' new survival tactics. (direct mail catalogs holiday season marketing strategies)

WWD | November 1, 1995| | Copyright

SARASOTA, Fla. -- In the face of rising costs for paper and postage, catalog companies that market moderately priced apparel are making aggressive efforts to get buyers to shop early as the Christmas season approaches.

Such catalog publishers as J.C. Penney, Lands' End, L.L. Bean and Tweeds are embracing strategies that range from reduced shipping fees to discounted prices -- as much as 30 percent, in some cases. They are also offering more updated fashions as opposed to basics.

And at least one -- Lands' End -- is coming up with creative contests, where ...

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