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  • August 17, 2006

AM Inbox: Visiting ‘the Cowboy Capital of the World’

RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:

Orvis, 8/16, 1 pm — Exclusive innovations only from Orvis
There’s very little long-form in retail emails—and probably rightfully so considering how busy people are. But we think this email successfully harkens back to the long-form of catalog retailing when a story was built around a piece of merchandise. Orvis does this around its new Bandera Leather Vest and its Bandera Leather Jacket, explaining that the inspiration for the name of the vest and jacket comes from the town of Bandera:

About an hour's drive west of San Antonio, in Texas hill country, lies the town of Bandera. Its history is rich in the legend and lore of the Old West. Numerous battles played out in nearby Bandera Pass with Apache and Comanche warriors pitted against first, the Spanish army and then, the U.S. Calvary. Legend has it that a red bandera (Spanish for “;banner” or “flag” was flown at the battle site to mark the start of the dreaded Commancheria, the vast Indian territory that stretched from the Rio Grand to the foothills of the Rocky Mountains.

Over the years, Bandera became the starting point for Texas cattle drives to Dodge City, Kansas. Today, the town is renowned as “the Cowboy Capital of the World,” and claims the largest per capita number of world-champion cowboys.

Our best-selling original Bandera Leather Jacket and new Bandera Leather Vest pay tribute to the proud heritage of the American western frontier.

Ignoring the punctuation errors in the first paragraph, we found this to be a pretty nice mythos that they’d wrapped around these two products.

Spiegel, 8/16, 5 pm — Expert Advice: Our celebrity stylist shares secrets for fall dressing!
Spiegel has recruited celebrity stylist Wayne Scot Lukas to pick 12 styles or products that he likes. The resulting fashion series features quotes from Lukas and pictures of him with a model sporting each look. This brings a little authority to Spiegel’s products and will presumably boost sales of these items of admirers of Lukas. The big gaping hole in all this is that Spiegel never takes the time to tell us anything about Lukas—who he regularly works with, what movies he’s worked on, etc. That would add some valuable context for those of us who don’t have a clue who Lukas is.

Spiegel does a fashion series with Wayne Scot Lukas

Lands’ End, 8/16, 1 am — Tunics: You asked. We delivered what you wanted.
Bluefly, 8/16, 5 am — Jean-A-Licious: Joe's Jeans, True Religion, Hudson, Antik Denim, Blue Cult
Sports Authority, 8/16, 1 pm — Friends and Family Coupon - 25% OFF any Single Item!
Victoria’s Secret, 8/16, 6 pm — Summer Clearance: Up to 70% Off Sleepwear, Bras, Panties, Swimwear, Clothing and more.
Bloomingdale’s, 8/16, 6 pm — Pile It On: Fall For...Layered Pieces
Crutchfield, 8/16, 7 pm — Up to $200 off flat-panel TVs + free shipping and expert setup tips

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