Sunday, February 19, 2012

ISME = Marshall Cavendish = success?

As a kid I remember the Marshall Ward catalogue. This was very thick book stuffed full of products that you could buy from at home. A bit like Amazon by post.

Last year it did a makeover and relauched itself as ISME. I guess it looked at it customer base, older ladies, and decided to overtly focus on that group, as is clear from the two videos.

This is a long way from Gap's venture into the lady only business of a few years back Forthe and Towne. Somehow I think they were aiming at different socio economic groups. Unfortunately, Gap's effort didn't come to anything. It will be interested to see how ISME gets on in the longer term. Dick Stroud

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