12/5/13 Our longtime mail carrier, Rocky, has been hunched over these past few weeks during his daily route. And with good reason. Every day I open the mailbox, it’s stuffed to the rim with catalogs. I know that we’re in the midst of holiday season, but isn’t the world supposed to be digital now?
Nonetheless, it is fun to see all the brightly colored and festive cover pages from L.L. Bean’s nostalgic snow scene to Target’s toyland-inspired logo. Apparently, SPANX is feeling some holiday cheer as well with its celebrated founder, Sara Blakely, standing whimsically in a snow globe.
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During one day’s wrestling with the jammed-packed mailbox, I extracted a Boden catalog which was peeking out from under the covers of more familiar brands. Although I’ve received catalogues from this British clothing retailer in the past, this issue, which I initially mistook for a J. Crew catalog, caught my eye. It had that same sort of look. Notably different from previous issues, Boden upgraded its Reader’s Digest format for larger pages, glossier photographs, and snappy Anglophile messaging like “Snuggle Up for a Cracking Christmas” and “Highland Fling” to showcase its British origins.
To drive home the point even further, there were Scottish phrases scattered throughout from “Lang may your Lum Reek” (Live Long and Well) to “Gie it laldy” (to give something your all). Images of Scottish kilt dancers next to clothing models and tartan backgrounds made you feel like you weren’t just buying a crew neck cardigan. You were buying an “awfy bonnie” (very pretty) jumper to coordinate with your “breeks” (trousers). In other words, you were purchasing a holiday across the pond with each outfit.
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