Lands' End suits real Americans to a 'T.' (mail-order marketing of swimsuits)

Article Abstract:

Swimwear is the fastest-growing segment of Lands' End's (LE) mail-order clothing business. There are several reasons for the fast growth. First, LE swimsuits are low-priced, high-value garments designed to fit real bodies. Second, LE offers step-by-step instructions in its catalog, plus special telephone consultants, to ensure the right fit. Third, customers get to try on swimsuits in the privacy of their own residences and return any swimsuits they do not like. The swimwear line has generated positive response from customers.

Catalog and mail-order houses, Mail-order industry, Mail order business, Lands' End Inc., LE, Swimwear

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The voice of a new anti-brand generation

Article Abstract:

'The Tightwad Gazette' has boomed in two years' time from an at-home work project to a highly successful newsletter with 80,000 subscribers. The newsletter advocates a lifestyle in which consumers recycle nearly every single thing and do not purchase brand name merchandise. The newsletter took off after some public relations releases issued by the publisher, Amy Dacyczyn. As a result of one release, 'Parade' did a story on the newsletter. Dacyczyn's first book will be published in 1992.

Periodicals, Social aspects, Editorial, Periodical publishing, Savings, Newsletters

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Pepsi buys the month of April, but will it sell?

Article Abstract:

Pepsi-Cola Co has declared that Apr 1992 is National "Uh-huh" Month. This month-long blitz is a $50 million advertising campaign pushing Diet Pepsi. The campaign features Ray Charles and his singers, supermarket promotions, and lowered prices. Pepsi expects to reap a dramatic increase in consumer awareness, which it hopes will translate into increased sales.

Advertising agencies, Bottled and canned soft drinks, Column, Contracts, Advertising, Soft drink industry, Pepsi-Cola Co., BBDO Worldwide Inc., DDB Needham Dallas Inc., Diet Pepsi (Soft drink)

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