Target Corp. launches Marshall Field's catalog
By Andrea Lillo -- Home Textiles Today, 8/12/2002
NEW YORK— Marshall Field's extended its brand to mailboxes nationwide last week, as Target Corp. launched its newest catalog, Marshall Field's Direct.
The 64-page catalog is the amalgamation of several titles Target acquired in 1998 when it purchased Rivertown Trading Company. Wireless, a gift catalog which supported Minnesota Public Radio with its proceeds, and another gift catalog, called Seasons, have been reworked and folded into the new catalog, which also includes product from Marshall Field's.
Inside the front cover, the new catalog introduces the Marshall Field's brand with a short paragraph about Marshall Field's the store — "World-famous landmark on Chicago's State Street … and in more than 60 other stores across the Midwest — a true shopping experience." About the new catalog, it said, "Full of that same downtown passion for shopping. Superb gifts. The latest fashions. Home decor with warmth and style. Kick off your shoes, browse awhile."
Regardless of its connection to the store, the vast majority of merchandise is exclusive to the catalog or website, with only around 35 items, such as Frango chocolates, an exclusive Field Gear Roses quilt and Marketplace acrylic glasses and ceramic barware canapé plates, available at the stores.
The merchandise is an eclectic mix of products including a folding writing desk, an Irish blanket coat, an opalescent glass nativity, a Celtic knot rug, the book "To Engineer is Human," a framed photograph signed by Ted Williams and Mickey Mantle, a personalized pint glass set, Superman and Wonder Woman bathrobes, children's backpacks, and three seasons of TV's "The Sopranos" on tape.
Various pages also feature "Field Notes," where something related to the merchandise on the page is featured with a brief amount of text. In this issue, Field Notes included copy on The Legacy Project, which honors people who have served the U.S. during wartime; artist Tracy Porter; calligraphy; and the Ryder Cup.
The website has also been updated to direct visitors who click on www.giftcatalog.com to the Marshall Field's shop at target.com.
