California-based furniture company Restoration Hardware sends out 992-page, 5½ lb. catalog, breathing new life into faltering mail, paper industries
September 18, 2012
(Industry Intelligence Inc.)
– California-based furniture company Restoration Hardware has sent out a 992-page, 5½ pound catalog, breathing new life into the faltering mail and paper industries, the San Francisco Chronicle reported Sept. 14.
Although this is the company’s largest catalog, Restoration Hardware has produced phonebook-sized catalogs for two years. It sends out two catalogs per year. The company is hoping that the catalog’s size will lead consumers to keep it as a lifestyle guide rather than simply toss it in the trash, according to industry insiders.
Restoration Hardware’s mailings contrast sharply with those of other companies, who in many cases have begun using thinner paper, and reducing the frequency and size of their mailings, advertising executives said.
Per catalog, costs for paper, printing, plastic wrapping and mailing alone could be as high as US$3, two-thirds higher than the cost of a typical catalog, industry experts estimated. That does not include the costs of photography and styling.
Restoration Hardware’s project costs most likely totaled millions of dollars, said Graphic Services Director Jim King of San Francisco advertising firm Goodby Silverstein & Partners, which is not affiliated with either Restoration Hardware or its catalog.
King noted that, as with all mailings, the bottom line for Restoration Hardware concerning its catalog must be the company’s cost-benefit analysis. He estimated that, thus far, 70% of what the catalog has accomplished is generating a buzz, which does translate into dollar value.
The primary source of this article is the San Francisco Chronicle, San Francisco, California, on Sept. 14, 2012.