Lilian Vernon Company Lilian Vernon Don't try to be all things... Don't try to be all things to all people. Concentrate on selling something unique that you know there is a need for, offer competitive pricing and good customer service Lilian Vernon

History Started by Lilian Vernon at the age of 24 by placing customized advertisements in Seventeen Magazine for personalized purses and belts As a result of this the Vernon Specialties Company became focused on products for young woman by advertising in magazines focused on that particular emergent market. The company launched the Lilian Vernon Catalog in 1956 which became the iconic shopping resource for American Women. The Lilian Vernon Corporation, founded in 1965, went public in 1987, and was the first company to be publicly traded and to be publicly traded on the American Stock Exchange.

Lilian’s Start Born 1927 as Lilian Menasche Father- Erna Menasche Mother- Herman Menasche Later changed her name to Vernon, borrowing it from Mount Vernon New York where she settled down with her first husband Samuel Hochberg Family immigrated to America where her father sold lingerie and later started a manufacturing company that specialized in leather goods many of which Lilian designed. Vernon attended New York University from 1947-1949 Vernon started a mail order company in her Mount Vernon Home, naming this the Vernon Specialties Company

Life as an Immigrant Immigrant from Germany Family did not speak much English She befriended many Americans in order to better learn the language even though the neighborhood was largely populated by German Immigrants Her family told her she had to become a wife and a mother despite her drive to be a business woman The family leather business was to go to her brother even after he died at war and she was still to become a wife In result of this Vernon went off to start her own company since she was not seen as an equal in her family

The Lilian Vernon Corporation The catalog contained approximately 120 pages and usually advertised about 750 items and was produced monthly In response to a shopping mall boom, the company started producing a number of specialty catalogs in order to broaden its market in the 1980s. This included a children's catalog

Competition Main Catalog Competition was LLBean Most make-up Companies were competitors to her custom makeup designs Lots of family owned businesses that made their own items competed with Vernon as well. Especially those of which that sold handbags, wallets, and purses.

What kind of Catalogs? Holiday Catalogs were popular Consisted of: Halloween Christmas Thanksgiving Forth of July Sold designer product catalogs for women only Clothing Handbags and Purses Specialty Make-up items

That’s all Folks

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