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At La Redoute, the big catalog no longer exists, but it has made small. The famous mail order brand, converted to e-commerce, no longer publishes the big catalog that made its legend. However, it has not given up on presenting its products on paper.

For decades, it was an object present in all French households: the La Redoute catalog, this big book of more than 1,200 pages presenting in an exhaustive way the tens of thousands of references of the mail order company of Roubaix, from clothes to l 'home appliance. A bit like putting the entire Amazon offer on paper today. It was before the existence of the Internet, when the northern brand reigned supreme over mail order sales in France.

Since then, the rise of e-commerce has gradually rendered obsolete this cult object born in 1928, distributed twice a year (spring-summer and autumn-winter) in millions of copies throughout France. In winter 2015, when La Redoute has just been bought by its executives Nathalie Balla and Eric Courteille from the Pinault-Printemps-Redoute group (now Kering) and the company, affected by the digital revolution, is seeking to reinvent itself , the catalog is definitely abandoned. As the symbol of a change of epoch.

Three catalogs for three key brands

And yet ... the La Redoute catalog is not dead! Today, the brand, which has recovered, makes 90% of its sales online. But she continues to print paper to present her products. At least, those of the two key areas on which it has refocused to operate its revival: furniture / decoration and ready-to-wear.

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In these two markets, La Redoute has its own brands, La Redoute Intérieurs and AMPM for the first, La Redoute Collections for the second. Each of these three brands is the subject of a paper catalog, published either annually or seasonally. These publications are distributed via four channels, explains Jean-Philippe Sloves, director of communications: "We send them by post to a certain number of customers, we can also receive them on request, browse them online on our site, and finally find them in our showrooms [for La Redoute Intérieurs and AMPM]. "

The cover of the 2019 AMPM catalog The cover of the 2019 AMPM catalog La Redoute

Showcases more than sales channels

These catalogs, of course, are thinner than in the past: from 47 pages for the La Redoute Collections seasonal catalog to 290 for the annual La Redoute Intérieurs catalog. This is because the objective is no longer the same: from now on, these booklets are no longer thought of as sales channels. They only include a selection of the offer. La Redoute sees them more as "showcase points of contact", intended to introduce brands, to show trends in collections ... and to bring customers to the site.

"For ready-to-wear, the La Redoute Collections brand, we are really in small booklets, which announce new collections, new collaborations with designers ... They show an overview and make you want to go and discover them. more on the web, explains Jean-Philippe Sloves. In the decoration and home segment, the brands La Redoute Intérieurs and AMPM, we are closer to traditional catalogs, which are intended to remain in homes, because customers will come back. several times, to consult the different inspirations that are there. But they do not really contain product sheets, rather beautiful photos. " Especially in the case of AMPM, a more upscale and sophisticated brand, whose catalog flirts with the codes of the decoration magazine, with a very carefully studied "setting" of the products.

The ingredients of a "phygital" strategy

But why continue to publish catalogs, when the rest of La Redoute's relationship marketing is now 100% digital? Because they remain effective! "In particular in the field of decoration and the house, it is an important and necessary tool in the act of purchase", notes Jean-Philippe Sloves.

The idea is in line with the "phygital" strategy - physical and digital contraction - adopted by La Redoute. If the brand, returned from a near death announced, is today a heavyweight in e-commerce, with 10 million customers and 7 million unique visitors per month on its site, it is not losing any as much its physical anchoring ... even, develops it. In addition to the catalog, the Roubaix company has around ten 'connected showrooms' for its La Redoute Intérieurs and AMPM brands (shops where only a selection of products is presented, the rest being accessible via tablets). It also operates corners in stores of the Galeries Lafayette group, which acquired 51% of La Redoute in 2017, and plans to open around fifty more as of this year, both for furniture / decoration and for ready-to-wear. Points of sale where you will also find ... catalogs.

New at La Redoute: 10 pieces for your fall wardrobe

Here you will find everything you need to spend a halftime with a lot of style and nothing cold. Take note! Halftime is approaching and, with it, it's time to take out the clothes that we already had almost forgotten. Yes, it is true that autumn is one of the most complicated times when it comes to choosing a style, but, in addition to the look ideas that we copy from influencers, among others, we have a trick to overcome it successfully: you just need to make yourself a good wardrobe. How? Easy, choose basic clothes but with a special point. Thus, you can create one of these ten ideal autumn outfits. When it comes to investing in clothes at this time, we recommend that you buy original pants, a raincoat (the quintessential mid-season outerwear) or a long dress, for example. Afterwards, the lookazos will come out alone. To make it easier for you, we've taken a look at what's new at La Redoute and we've selected the ten key pieces for your wardrobe and a halftime full of style. You sign up? Midi skirt. We cannot imagine an autumn look without a midi skirt, either to combine with Converse and a basic t-shirt or to wear cowboy boots in their most boho version. Printed shirt.

The semitransparency of this shirt is ideal to give the printed garment a more groundbreaking air. Do you dare to wear it?