Postalmarket returns to the homes of Italians. It will do so with the autumn-winter 2021 issue, the cover of which already stands out on the social media of the historic mail-order catalog. The relaunch of the brand is entrusted to the face of Diletta Leotta, which will return to our homes with a paper version (reduced in number of pages) and above all with an e-commerce.
A strategic choice that therefore aims to keep up with digitization, and at the same time does not renounce tradition.
All about the 80s
- Pavanello, Claudio (Author)
Postalmarket returns: the word to the company
The Italian mail order catalog most loved is ready to innovate without betraying the original spirit. To realize this, just visit the home of the Postalmarket official website and take a look at the first cover of the new course. For the autumn-winter 2021 issue, Diletta Leotta, XNUMX-year-old presenter from Catania, shows off the same reassuring - and only vaguely mischievous - smile that has characterized the magazine's covers for decades.
Ma what will we find in the new Postalmarket? Let's find out more by reading a well-highlighted note on social media. Where we are told that: "it will be a Made in Italy pop portal, dedicated to large and medium-sized Italian companies for classic ecommerce sales and small businesses, up to shopkeepers and their trade associations in the area marketplace and dropshipping. "
The second part of the message is then addressed to the public fond of the traditional version. Who is promptly reassured: "Postalmarket will also return to print, giving space to prominent curators for each category, fashion, design, beauty, food & wine, tech, and bringing home that passion for purchases that in the 70s and 80s only that catalog was able to give. "
And the closing of the note could only be entrusted to the slogan that all the not so young will remember: "with Postalmarket I use my head, and every package that comes to me is a party."
The new management
The return of Postalmarket is entrusted to Stefano Bortolussi, who took over the brand in 2018. The imminent double relaunch, through print magazine and e-commerce, was planned by Bortolussi in synergy with Storeden, startup based in Villorba, in the province of Treviso.
Storeden in 2020 was the Italian e-commerce platform that recorded the greatest growth. Marco Orseoli, partner manager for the portal, explains that: “with Storeden, companies can create a professional e-commerce synchronized with the best marketplaces in a few minutes. The platform is in fact integrated with Amazon, Ebay, Facebook and Instagram, just to mention some of the most well-known realities ".
Postalmarket: the return of a pop myth
The post that appeared on the Postalmarket social networks guesses a perfect formula, speaking of the mail order catalog as “pop of Made in Italy”.
Born in 1959 from an intuition of the Milanese entrepreneur Anna Bonomi Bolchini, which imported a winning formula in the United States into Italy, Postalmarket consolidated its position in the XNUMXs. Up to becoming, between the end of the eighties and the early nineties, the Italian leader in the mail order market.
Postalmarket, as Diletta Leotta said, “made Italians discover mail order sales, anticipating the success of online sales by a few decades”. And this point, namely the convenience of being able to place orders comfortably from home, has certainly been one of the main ingredients of a winning formula for decades.
But that should not be forgotten mix of naivety and very veiled eroticism, embodied by the models who posed for the catalog. Accompanied by proposals to purchase products of all kinds, from the first personal computers to often even bizarre objects. It is no coincidence that today there are several groups on Facebook where not very young users celebrate that somewhat kitsch catalog with affection and irony. It was in fact the rather faithful mirror of an Italy that today seems so distant to us.
If, however, as it seems from the rumors, the first issues of the new catalog will focus on clothing, underwear, cosmetics, housewares, furniture, jewelry, pet care and sports, we can rest assured: the spirit of the original Postalmarket will be preserved.
TagsPostalmarket Postalmarket returns and doubles up: from autumn 2021, printed catalog and e-commerce
