Most will be familiar with the advances in technology, industry and trade made during the Georgian period but few realize that the era ushered in a revolution of a different kind – in fashion, media and shopping.
Among the men responsible was Thomas Chippendale, a furniture maker whose work, detailed in his revolutionary 1774 volume, The Gentleman and Cabinet Maker’s Directory, went on to become a good example for good taste.
His catalogue, which is filled with examples of his work, was the first of its type and forms part of a new exhibition at The British Library entitled: Georgians Revealed: Life, Style and the Making of Modern Britain.
How catalogs became “style guides”:-
Catalogs may no longer be a shopping target. Brands now see catalogs as attraction, not as shopping tools themselves. That’s why the ones you see in your mailbox have gotten skimpier. Shoppers typically spend 15 to 20 minutes with catalogs.
Fashion retailing catalogs turn a page:-
Retailers say print catalogs sell products, and they send them out in the billions. But digital freedom is growing with the iPad and mobile apps.
It’s catalog season, the time of year when our mailboxes droop with accumulated paper and retailers nationwide cross their fingers. But even though print continues to control the world of production, the digital revolution promises to transform the shopping experience.
Customers are on social media, using mobile phones, shopping online, but they’re still encouraged by the print catalog. Mainly with fashion, the catalog still provides an opportunity to express your brand. The merchants and their creative teams work tremendously hard on the photography for the garment to look as it would in the store.
People would rather get catalogs on demand, but they don’t want them on a computer. The app is now accumulating 50,000 new users each month. Digital catalogs have existed for years online, but they’re rarely used by consumers because page flipping on a screen using a mouse is so unnatural.
Print catalogs still hold power to fascinate consumers:-
As brands and retailers continue to incline toward digital-only initiatives to divide merchandise with consumers, the role of direct mail catalogs has changed but is not decreasing.
The traditional print catalog has evolved to extend to digital replicas and promote in-store experiences alongside the regular price of prolific designer collections. Although rooted in the past, catalogs still have the ability to take the attention of consumers on a personal and sustained level that digital still has not attained. For consumers that live in rural or remote areas, a catalog still holds value.
One change that you have seen with changeable degrees of success is the analog, a magazine that also serves as a means to highlight fashion that can be ordered online or over the phone. The key to its success has been creating a quality of viewpoint at ease that engages the readers first and prioritizes that over the sale of merchandise or advertising space.
Mailed catalogs are meant to suggest the attraction of a brand through high-quality paper and limited content.
Catalogs can also attract the interest of consumers who want to window shopping by promoting exclusive in-store experiences.