Cataloger chases female athletes

Article Abstract:

Athleta, a Petaluma, CA-based sports cataloger, recently rolled out its debut mailing with a 125,000-piece drop to women from ages 22 to 40 on a list gathered through proprietary events and names from American List Counsel. The four-color, glossy stock catalog offers private-label and branded products, such as watches; cycling, climbing and running apparel; and accessories by Danskin, Pearl Izumi and Casio. The company is capitalizing on the word-of-mouth strategy to reach its intended audience, citing that its main goal is to establish relationships with women and have it be a dual interaction.

Mail Order Houses, Electronic Shopping and Mail-Order Houses, Advertising Activity, Direct Marketing, Mail order business, Athleta

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Synergistic selling

Article Abstract:

The Sharper Image, a San Francisco, CA-based marketer of innovative gadgets, is bolstering direct marketing efforts to promote its own line of designed and manufactured products. The company is also hoping to use catalog, retail and electronic sales through a series of direct response advertising campaigns. In the test version of the new infomercial, the company features two existing products, the Ionic Hair Wand and the Personal Cooling System, and a new product called the Steam Wizard clothes steamer. The DRTV offers is slated to be launched in July 1998 across select national cable stations.

Product introduction, New Products/Services, Radio, TV, Music, Electronics Stores, Campaign Launched, Sharper Image Corp., Ionic Hair Wand, Personal Cooling System, Steam Wizard

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