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How a highly-sexual, once-banned novel is being used to sell socks!
...In this post, you'll find out how one business is using a highly-sexual, once banned book... to sell socks!
It's true that Seinfeld did "parody" the style of the J. Peterman catalog! (They didn't get his permission, to my understanding, but he was okay with it anyway, figuring the extra publicity would be good for business!)
In the end, the J. Peterman company went bankrupt - but that was due to trying to expand their stores too quickly - it was not due to the catalog. John Peterman then bought the business name, and restarted the catalog business again.
Personally, I love the "copy" in the J. Peterman catalog!
It's very unique. What other catalog which sells clothing - uses drawings rather than photos?
It's the "positioning" that sells the clothing. I think people buy because they feel it's exclusive, they like the sense of exclusivity and "adventure" that accompanies the products in the catalog.
Their customers want adventure in their lives, like the "derring-do" adventures of the "old days," and also a feeling like they are part of "high society" too. Buying an item with an "adventurous" and "high prestige" story, which you can wear or use, is like the next best thing to actually having the adventure yourself!
It wouldn't work for every target market - but it works for them.
How about these? http://www.jpeterman.com/New-OM-No-9...pring-12-Socks
Why would people buy these socks?
I think it's probably because - after they've read the ad - when a customer wears these socks, the customer will feel a little bit like they're also "part of" the world of D.H. Lawrence and Lady Chatterley's Lover!
Last edited by Dien Rice : April 2, 2012 at 10:27 AM.
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