Catalogues are helping apparel retailer Alexon extend its
multichannel reach. The company entered the catalogue market in
March via wholesale partners and a joint venture with
multicatalogue group Scotts & Co, with the aim of reaching a more
mature customer on a low-risk, low-cost basis.
The trial launch incorporated ranges from its Eastex, Dash and
Alexon collections and was presented to customers via a 44-page
catalogue called Prelude.
Although sales are small, they exceeded initial expectations,
says Yvonne Mulvany, director of new business development at
Alexon. She explains that Alexon initially contacted Scotts & Co
last October with a view to form a joint venture as the companies
have complementary customer profiles.
The first catalogue was mailed in March, with subsequent mailings
in April and June.
Mulvany says the project is a true joint venture with both
companies having input. “We have the brands and the product
knowledge and Scotts know direct mail,” explains Mulvany,
adding that she sat in on everything from model selection, to
attending the photo shoot and deciding on catalogue
pagination.
Following encouraging results that saw average order values
dramatically ahead and returns in-line with expectations, Alexon
will now grow the catalogue as a sales channel for the business’s
classic brands. It mailed the autumn catalogue in late
August.
To further accelerate its multichannel strategy and support its
online business-which more than doubled in the 22 weeks to 2nd
July-Alexon has begun a systems overhaul starting with the
installation of a new warehousing system.
Alexon also says it’s looking at new financing options to allow
it to invest in its turnaround strategy.
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