The brief
Dunelm's frames catalogue is the most critical element in its marketing mix. Presenting hundreds of optical and sun frames with styles to appeal to all age groups from small children to the older, multi-focal wearing customer, the 260 page catalogue and supporting literature is distributed widely to over 4,000 opticians.
For 2010 Dunelm wanted to signal a new sense of style and a differentiated positioning for each product brand in the marketplace. Our task was to make the production process of this vast catalogue as simple and streamlined as possible, whilst providing real competitor stand-out for each of the brands.
The approach
We handled every aspect of Dunelm's catalogue production, including design, model casting, location sourcing, photography, image retouching, artwork, repro, print and delivery. By applying a rigorous project management process with detailed scheduling and checking procedures, we ensured deadlines were met and the production was a success.
A major element of the design process is the liaison with key license holders including John Rocha and Paul Costelloe to ensure brand integrity is maintained. All collateral produced, including price lists, exhibition graphics, point of sale and advertising are exhaustively checked to ensure the fidelity of features such as colour, sizing and product specifications. Focusing on both the fine design and minute details enabled us to deliver a literature suite that met all the expectations of Dunelm and its customers.
The result
Supported by image-led branded pages, the clearly presented and inspiring catalogue was successful in stimulating sales and building awareness of Dunelm and its product brands. In fact, despite a bad year for the industry with premium designer sales being particularly hard hit, Dunelm bucked the trend with a marked increase in sales.