Saturday, March 03, 2012

I'm Honored...Not Really...

One day this past week a catalog for Melly's plopped in our mailbox. And I can say "plop" -- the thing was probably 2 feet high by a foot wide. I had to have Lindsey hold it so you could get an idea of the scale of this thing.

What a huge catalog!
From a creative perspective, I can say that they did a great job of getting my attention. It's big, colorful and beautiful. But from a direct marketing perspective, they were way off.

There is a Melly's store in the Galleria, an upscale shopping center down France Ave. I am practically within walking distance of the store which I have absolutely no plans of visiting anytime soon.

$288 for a shirt. $468 for a dress. A strapless, summer garden dress that I have no place to go wearing it. $598 for shoes. Shoes, people. Those things that I scuff on the sidewalk the first time I wear them. If I ever spent that kind of money on a pair of shoes I would put them behind glass and make everyone who walked into my house gaze at them like a piece of fricking art.

Lindsey's "Really?!" look. Get used to it, she'll perfect it by her teen years.
I can only imagine that the company was talked into doing a "zip saturation" mailing, where you mail to all households in certain zip codes around your locations, assuming that everyone who lives in those zip codes has the demographics you're looking for in potential buyers.

I'm going to take a stab at Melly's target customer, based on what I remember of the catalog world.

90% women.
Average household income $250,000+
Age range 35-55.
Spends $200/mo on beauty/spa products.
Average order size $350.

This is so not me.

So thanks, I'm honored...kind of. I'm glad you think that I would value your products, but I don't. And I'm pretty sure my 83-year-old widow neighbor down the street who bought her house for $30,000 in 1955 doesn't value your products, either.

Nice try.

1 comment:

  1. We get catalogs from local high-end clothing stores all the time. My wife and I just sit and laugh at the prices. She wears really really nice stuff, but I'm pretty sure she's never spent $200 for a freakin shirt.