Boston Proper Makes It “Sexy”
Apr 23, 2007 8:15 AM
By Mark Del Franco
?Michael Tiernan built Boston Proper, a cataloger specializing in “sexy fashion” for women, into a nearly $100 million brand through the power of storytelling. That was one of the themes of his speech at the 13th annual Networking Dinner for the Catalog and Multichannel Marketing Council, held in New York on April 19.
“In the past 30 years we’ve pushed the envelope, although we were careful never to cross the line,” Tiernan, president/CEO of Boca Raton, FL-based Boston Proper, told attendees. But telling a sexy story wasn’t the only key to the business’s growth. “Success is about treating each customer as if they are the only person on earth.”"
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