QUEEN OF THE CATALOGS
She began one of the most successful mail order businesses in the world and still serves as chairwoman and CEO. Last year Lillian Vernon sent out 179 million catalogs and took in almost 5 million orders canada goose outlet canada totaling $240 million. Her canada goose outlet sale autobiography is “An Eye For Winners” (HarperBusiness, 1996).I try. I buy canada goose jacket cheap try to keep a very close eye on the merchandise because it’s really my skill. I’m one of those intuitive, born merchants. I know when a product is right and I know when it’s wrong. The areas where I feel canada goose outlet I make the greatest contribution in my business are to price fairly and very competitively, give great value, and give people what they can’t find in stores. I always relate merchandising and buying to being a dancer or a singer you have a talent. If you don’t practice every day, you’re not canada goose outlet store going to get anywhere. canada goose jacket outlet I think that there are some things that certain people uk canada goose outlet just get better, Canada Goose online and I get buying. Can you think of a product that other people didn’t like but you knew it would sell?Sure. We had these canada goose outlet black Canada Goose Outlet friday little angels made in China out of lace, and we were able canada goose outlet to buy them at an incredible price. We put them on our cover a few years ago and they canada goose outlet online were a blow out bestseller, and I just knew goose outlet canada they would be. Do you still go to a lot of shows?Yes, I just came back. I went to Frankfurt for four days and to Milan for four days. Did you see anything that made your antennae go up?We bought 150 new products, some for next fall, some for right now. To a merchant it’s very exciting to find strong, compelling merchandise. What sorts of things would you not carry?Anything in bad taste. We put in a pink sort of well, I told canada goose outlet store uk the girl it looked like a rag, and she got upset. We have them left over and they wanted to put it in the sale catalog, and I said, “You know what? It offends my sense of taste, so just liquidate it.” We’ll put it in cheap canada goose our retail outlet stores. What was it?Sort of a wrap, but it was so ugly, and uk canada goose they had this terrible model. I’m always nervous that one bad apple will spoil a collection, like one bad actor can spoil the whole movie. How did that one get by you?Oh, they bought it and they kept pleading. But it just looked bad. Have you ever been wrong?Sure. And don’t ask me what items, because I don’t want to remember. You say in your book that your life is an American success story.It’s the American dream, it’s the Horatio Alger story, except that I came from a very wealthy German Jewish family, so I’m not a Horatio Alger who was born on the wrong side of the tracks. But still, your family had to leave all that and come here in the ’30s when you were a girl, to escape from the Nazis, and start over.When I think about my parents, how they had to change their lives and their lifestyles. I saw so many of my parents’ friends doctors, psychiatrists, lawyers come to America, and they were selling salamis or whatever, door to door. That need for survival. Tell the story about how you started the business in 1951 as a young wife.I decided I needed to work because we needed the money. My father was a manufacturer of leather goods, and I designed a leather bag and belt and put an ad in Seventeen magazine. Had it not succeeded, I probably would have ended up having eight children. The first ad was $500 and I got $32,000 worth of business. It was unheard of. It was unusual for a woman to do that. The pain canada goose coats and the struggle of being a woman in business in the ’50s I shudder to think about it. It’s interesting that your first husband and your mother were both fairly discouraging.Well, I look back after all, he did let me do it. My mother https://www.outletcanadagoose.biz was very discouraging, but canada goose black friday sale not only about the business. Maybe that’s what made me what I ultimately turned out to be the need to prove myself over and over again. There are 10,000 mail order catalogs now, and 12,000, and it’s probably grown more. But we’ve been canada goose outlet uk around 46 years and 50 million Americans know the name. So if you get 20 catalogs in the mailbox, I hope you’re going to canada goose uk outlet keep mine because you know I give good service and you’ll find something you want. One of the reasons your catalogs are popular is the reasonable prices. Is Canada Goose Jackets there an upper price limit for something you’d put in.