Word: horchow
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...blue jeans, at a cost of $2,000-plus per bod per day. (Sears, Roebuck has even used Cheryl Tiegs as a cover girl.) Their photographers, including such luminaries as Victor Skrebneski and Alex Chatelain, command daily fees of $3,000 and more. A big, elegant specialty firm like Horchow's has a year-round staff of more than 100 buyers to roam the world and fill the pages with a cornucopia of objects that may range from the unique to the useful but always murmur the suggestion of comfort, chic and class...
...recession has forced many stores to cut back their inventories and sales personnel. Even the best stores often run out of goods. Long lines at the cash counters are as common as caterpillars. Says Texas Catalogue King Roger Horchow: "Working women particularly find it's faster and easier to flip through five to ten catalogues than go to five to ten stores." Betty Bearden, 35, founder-president of Atlanta-based Papillon (estimated 1982 sales: $8 million), observes, "The copy alongside the products in our catalogues can tell you more about them than a salesclerk, if you are lucky enough...
...census has determined that high-income, free-spending families reside, such as New York City's fashionable Upper East Side (10021) or the ultra-upscale retirement community of Naples, Fla. (33940). The Census Bureau sells nationwide tabulations for as much as $250,000 each. Says Dallas' Horchow, whose mailing list has grown from 48,000 to 1.5 million names: "Without a solid list, a mail-order company just doesn't have a chance...
Although companies like the Horchow Collection and L.L. Bean may not be in the same class with multibillion-dollar Sears, they have joined the giant retailer among the biggest names in cataloguing. Horchow's line of luxury items will roll up an estimated $40 million in sales this year, and L.L. Bean's collection of popular outdoor gear will likely enjoy revenues of $165 million. But catalogues have also become a way for ambitious business people to get started in retailing, and success stories abound...
...adage that there's no fool like a Yule fool. Said Bergdorf Goodman Executive Vice President Leonard Hankin: "This was the kind of Christmas where people were investing in things because they were not so sure of what was going to happen to their dollars." Added Roger Horchow, owner of the zooming eight-year-old The Horchow Collection mail-order firm: "People are looking for good value, not whimsical merchandise. People are buying what they know will cost more later...
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