J. C. Penney’s recent announcement that it is resurrecting its print catalog reflects a trend of retailers returning to the print medium as an important sales and marketing tool.
While Bloomingdale’s and Saks Fifth Avenue have been mailing catalogs for years, now specialty retailers are picking up the tactic. Some, like Anthropologie, are launching new catalogs, while J.Crew and Restoration Hardware have significantly upgraded their catalogs in the past couple of years. Even digital retailers such as Bonobos, the menswear retailer, and Birchbox, the beauty subscription service, have started mailing catalogs. According to the Direct Marketing Association (DMA), catalog mailings grew in 2013 to 11.9 billion.
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