BACK // NEXT		BACK // NEXT   CARTER Carter Clothing, a high-end fashion retailer based in Belfast City Centre required a sales boost for their off-peak pre-summer period. The solution was to bring the store to the customers via a personalised broadsheet that featured the seasons new fashion 'must haves'. Carter's demographic includes both male and female customers, with markedly different shopping habits. Blue addressed this by creating a reversible male/female design that could cater for both genders. By folding the broadsheet differently each gender recieved a uniquely targetted publication. Overcoming typical consumer apathy to direct mail was achieved through the use of personalised quotations that encouraged further investigation of the mail piece. The series was extremely successful for the client and provided a 200% return on investment.