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Banana Republic: Mel and Patricia Ziegler
How I Built This with Guy Raz
Creativity Thrives in Constraints
In an effort to market their products without a budget for advertising, a resourceful approach involved storytelling to add value to the clothing items. They printed and manually compiled 500 catalogs, personalized them by hand-addressing each one, and strategically targeted media contacts, particularly editors in New York. They recognized that despite the challenges, even a modest hit rate of 2% on the catalogs could lead to meaningful orders, illustrating that creativity and personal touch can effectively substitute for traditional marketing methods.
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