One of the more famous catalogs is the J. Peterman catalog. Nearly dead, Peterman got a boost from Seinfeld a few years ago (the famous J. Peterman coat appeared) and is now a vibrant niche catalog and multichannel retailer again. The catalog is famous for two reasons: 1) The J. Peterman Coat (below).
The J. Peterman Coat
Classic horseman’s duster protects you, your rump, your saddle and your legs down to your ankles.
Because it’s cut very long to do the job, it’s unintentionally very flattering. With or without a horse.
Although I live in horse country, I wear this coat for other reasons. Because they don’t make Duesenbergs anymore.
2) Copy writing that tells such a story in so few words that it makes you want to buy it, to become what the product portends! The copy is so good that middle school teacher Dena Harrison engages her students with writing assignments modeled on the J.Peterman catalog. See her talk about J. Peterman on YouTube.
J. Peterman also has a blog which builds on the mystique of this individual and the personality of the company, Petermanseye (http://www.petermanseye.com) Peterman’s goal is to build a marketplace for ideas. He says, “A place where we can educate, entertain and discuss with each other topics we find interesting. “ A man after my own heart.
