New shared catalogue offers cost-effective marketing for indie brands

Independent fashion brands seeking out a different, cost-effective, way to target new shoppers are being invited to trial an innovative form of shared direct mail marketing, via the  List-A catalogue.

Launched in October 2020, each uniquely-curated issue of List-A showcases a mix of independent British brands with a similar ethos.

Each shared catalogue is backed by editorially-driven, high production values and consistent photography - with featured brands chosen for their synergy – whether category, mindset or price point.

Launched during lockdown, the catalogue made it easier for direct to consumer brands to test direct mail acquisition, with far lower costs and effort, editor Marina Crook said.

List-A would be of particular benefit to brands for whom digital acquisition had started to lose traction, or who needed to reduce catalogue acquisition costs, she added.

“The case for direct mail isn’t new but it is strong; it’s engaging, it cuts through and is proven to work for most categories.

“With more people at home, the case is even stronger and List-A disrupts by opening doors for smaller brands with a straightforward way in.

"With its innovative, results-based fee structure, List-A is almost zero risk too,” Crook said.

The AW20 launch issue featured five premium brands; Troy London, WNU (With Nothing Underneath), Fairfax & Favor, Lavender Hill and Hicks & Brown.