In a bold move, luxury fashion house Robert Graham has leapfrogged its retail outlets and wholesale partners with a direct-to-consumer print catalog.
Why a print catalog? In a nutshell, the brand expects to increase exposure to a much broader audience, just one of the things a print catalog is great at doing.
“The activation of our first print Robert Graham catalog further exposes the brand to a wider consumer base, prospecting outside of our directly-operated retail stores and wholesale partners,” said Michael Buckley, Chief Executive Officer of Robert Graham.
According to the company’s press release, “The engaging 44-page glossy color catalog shot by fashion photographer Sergio Kurhajec features the full breadth of the Robert Graham collection from knitwear, sport shirts, denim, swim, outerwear, and accessories with a laser focus on the rich details that are intrinsic to the brand.”
The luxury brand, launched in 2001, now has just a handful of retail shops, located in on-trend places like Venice, California and Palm Beach Gardens in Florida. The clothing is fun, hip, witty and well-made, and seems like a great fit for a wider market.
We applaud Robert Graham’s new catalog and wish them much success as they join the ranks of companies deciding to launch print catalogs. It’s a good move; print catalogs work.