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The Success Of Lillian Vernon - Online Term Paper

The Success Of Lillian Vernon

It all began with black and white in 1951. Today, nearly 45 years
later, the mail order business of Lillian Vernon has swept the mail order
market and maintained a financial foothold where others could not. Lillian
Hochberg (now known as Lillian Vernon) started her business at her
Lillian's motivation was to supplement her husband's then $150 dollar a
week income by working from her home. She could be homemaker and help with
the finances too. Her success started by using $495 dollars of wedding gift
money to place an mail order add in Seventeen magazine selling an
inexpensive leather belt with matching purse that she herself had designed.
As a hook, she offered to moaker in the Chelsea ...

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and quickly rose up through the
management ranks. With their help, her -little business+ went public in
1987 on the American Stock Exchange. Since the Lillian Vernon Corporation.
went public, it has overcome the unavoidable but near fatal traumas that
face every entrepreneurial enterprise. In this case, inadequate computing
capacity and inefficient warehome the customer places the order to the time
they receive the merchandise in the mail. Lillian Vernon has not relied on
demographics to sell her products to the public. Instead, her secret to
success lies in womens intuition. The lean seat-of-the-pants operation she
prefers makes her company tremendously agile. For example, in 1985, Lillian
spied the cacooning trend and immediately put a furniture specialty catalog
together. She got the trend right but the bulky orders overwhelmed the
company+s fulfillment capability. (Youman, N. 1989, pg 26).
In 1993, when Sears announced that after many years it will cease
publication of ...

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The Success Of Lillian Vernon. (2008, October 2). Retrieved December 23, 2024, from http://www.essayworld.com/essays/The-Success-Of-Lillian-Vernon/90816

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PAPER DETAILS

Added: 10/2/2008 11:04:04 AM
Category: Economics
Type: Premium Paper
Words: 848
Pages: 4

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