Zappos.com, the formidable online brand recently acquired by Amazon, is moving into the print magazine category.
That’s right: print.
The e-shop plans to mail 750,000 copies of its printed catalog named “Zappos Life” directly to consumers, and the publication is scheduled to arrive in time for the holiday shopping blitz.
The catalog will have a fashion and design focus, highlighting products such as handbags, jewelry, clothing, and fragrances in addition to Zappos’ most notable product: footwear. Among the featured brands are Cole Haan, Guess, Calvin Klein, Lucky, Stila, True Religion, and Stuart Weitzman.
But why the move to print?
“Different people respond to different media,” explains Aaron Magness, director of brand marketing for Zappos.com.
Catalog readers can purchase products via Zappos.com or by calling a toll-free telephone number. For those averse to receiving the print version of the catalog, it is also available online at ZapposLife.com.
This is actually the third published issue of “Zappos Life” this year. The brand explained that the first two issues were test runs for consumers. The company will scrutinize consumer reaction to this edition and take into account every aspect of customer satisfaction from the weight of the catalog to its page count.
The Zappos brand enjoys a reputation for excellent customer service and their goal in this extension is to build on that image with a quality print presence. In fact, Mr. Magness says that Zappos plans to create a spring catalog for 2010 with others to follow. Seasonal themes such as “weddings, in June, or housewares, around Thanksgiving” may also become part of the editorial vision.