European Stars And Stripes (Newspaper) - December 3, 1988, Darmstadt, Hesse                                The Queen s own marmalade associated press. Have you Ever bought English Tea thinking Hal the Royal Seal on he package Means Queen Elizabeth i drinks it .0 i hat he Seal on a Jar of Orange marmalade Means Hal s what s spread on the Royal Toast Tor break Asl. Brace yourself Lor a disappointment it you did. The warrant Dodson l guarantee that she goes Tor that Brand of tee or marmalade actually Buckingham Palace won say what her majesty  that matter asks Hugh Faulkner Secretary at the Royal warrant holders Asci Calion. The fact that she might not drink this particular Lea it is irrelevant. That Tea goes into Buckingham  nevertheless she economist Magazine wrote recently. Such. Labels could mislead the unwary Tor two reasons a warrant Holder can display he Royal insignia on goods other than just i nose it supplies to a Palace and warrants also go to companies supplying Palace stall but not the royals themselves. Warrants Are dispersed by the Queen the Queen Mother. Prince. Philip or Prince Charles. The warrants entitle holders to put a Royal coat of arms on labels letterheads trucks and buildings along with the words by appointment to whichever Royal has Given the warrant the wording changes with the Monarch. Royal Worcester the maker of line China got its warrant from King George Iii 200 years ago and today is by appointment id Queen Elizabeth i. Other countries surviving monarchs also Gran warrants and in Britain the practice is centuries old. To win a warrant in Britain a tradesman must have supplied the Royal household regularly Tor three years end gotten paid by the Royal Lemily for his goods or services Buckingham Palace Bays. Various holders have Mare than one warrant bul Only about a dozen elite including Harrod 3 department store hold All four. Others a Royal Worcester late Pride to the length 6 their service to the Queen who Grants the most warrants of the tour entitled to. Tha Queen s list is studded Wilh luxury goods makers. Including 12 jewellers and eight Champagne Sellers. There also Are bagpipe makers military outfitters suppliers of version Chimney sweeps shipping agents Dock makers porcelain Resl Oteis purveyors of called shrimp and Sloe Gin suppliers of Gold and Silver lace insignia and embroidery and a heraldic artist. There s even a seller of mopeds on the Lisl. More practical Are suppliers who sell eggs and plastic bags and installers of intruder alarms something All the More necessary since july 1932, when a London eccentric broke into the Queen bedroom and woke her up. --.-. The lists do keep up Wilh she limes. They contain Lor example More computer equipment makers than in the past. About 10 to 40 warrants arc granted a year they Cost nothing. A Royal household tradesmen s warrants committee decides once a year who should get a warrant Itom the Queen or her son. End heir Prince Charles subject to Royal approval and announce the results in the London Gazette the government bulletin. Queen Mother Elizabeth and Prince Philip consider applications. Through of the year in  the granting of warrants was a More personal affair. According to Royal Worcester it got its warrant from George Iii after he happened by Iho porcelain works and was enchanted with the China. ". The products Don t have to be British but most Are. There Are very Lew outsiders Faulkner Seid. British subsidiaries of foreign companies have won warrants including american ones like Kellogg ism Heinz and the makers Ojohnson s Wax. When companies lose their warrants because they Aren t measuring up change hands or he Palace s needs have changed they Are simply omitted irom the published list. No of n Cral reason is Given and no figures Are available showing. How Many have been dropped. But Faulkner said people. Will  does a warrant help sales. Yes it does said a Royal Worcester spokesman. \. As you re aware in this country the Royal family is very important. People do take note of it ". Cadbury sch Yeppes says in displays Royal arms on chocolate. Bars sold overseas. Faulkner said particularly in the japanese Market and certainly in the american Market in does t  the question of the Queen s Tea Faulkner said i would t. Make Loo much play of hat particular Angle the Lovely thing about this is that people s imaginations can run wild you Don t want to disappoint them.". " besides he said it s not something you d bring up with the Queen. .-1I think it would really be wrong it would be very bad manners. To inquire. What he personal likes tend dislikes might  one Jantina fiant labels some specially or Tenn Cata logs . Maine. Cashing in with Cata logs  Washington Post Hen the preppie fashion Boom crashed in the Early 1980s, . Bean the venerable Maine Catalon merchant was like the cartoon character who Linds he s still running even alter his momentum has carried him Over a Cliff. The preppie look Shetland sweaters ties Wilh Wilde whale designs had lulled the fastest growth in bean s history and with its demise bean was stuck Lor an encore. Instead of shifting into a new gear. Bean took a Back to basics approach As chief executive Leon Gorman la s grandson describes it. The company downplayed its trendiest lines in favor olo a reliable like its Maine Hunting Boot. It added toll free phone service refined its order handling operations and expanded its mailing lists and Cata logs. Result bean s sales which grew at a Mere a to 5 percent in if immediate Post preppie Days of 1983, Are leaping again. As the prime Catalon Selling season approaches. Bean is projecting mail order Revenue of More than $500 million about 20 percent ahead of 1987, a year in which sales grew 36 percent although the privately held company does t disclose earnings it does say its profit has been growing at he same Pace As sales., y bean s resurgence is All he More remarkable because it has come amid a slowdown and perhaps a shakeout in the once booming Catalon business. The obvious problem As a trip. To your Mailbox will Tell you is that american Consumers are1 simply swamped Wilh Cata logs this year according to the direct marketing association an estimated 10,000 Catalon / companies will mail about 12 billion Cata logs or roughly so for every Man woman and child in the United states although Industry sales continue to increase faster than retail sales growing 50 percent Between 1983.and.1937 to $33 6 billion. The number of Cata logs mailed was up 55. Percent according to Marke Sroge. Communications a Chicago company that tracks he Industry. Thai Means the Revenue generated per Catalon an important indicator is declining among the hardest hit has been Spiegel inc. Of Oakbrook Iii one of the Industry s big three. .alongv1ith, and . Penney co unable to sell apparel ordered for last Christmas. Spiegel s Bottom line during the lust Hall of this year a i so percent compared with the first six months Oil 9b7. The glut has also forced companies like. Montgomery wards Esprit de corp and pier 1. Imports to get out of the Catalon business altogether in recent years. But More than eager to take their place have been hundreds of a Small entrepreneurs attracted by the Low cos of starting a mail order operation. Now with hard Dass postage Rales up 30 percent and paper prices up about 15 percent this Christmas season could prove a make or break period for Many of them. Bean has been Able to Rise above those concerns because of its specialized Niche in the Catalon business its carefully guarded reputation Lor service and precise management of its mailing lists and inventory according of competitors and analysts. They be had years of experience so they re Good with the fundamental blocking and tackling said George  executive of do management co., a Boston area company that operates six Cata logs. There s a. Backwoods Aura to Hal company but there Are plenty of mba types walking around  in fact Wilh the exception of Gorman most of bean s senior management Are former. Executives o Giselle Spiegel seas and other. Top marketers. Much of bean s exponential growth comes from the expansion of its Callog mailings and the Evor More precise targeting of potential customers. In 1979, when its sales were $77.7 million bean mailed Only Soven different Cata logs 20 3 million times this year 90 million Cata logs will be mailed in 22 different varieties. Of repeated mailings to  m e households Are now an established part of the Catalon Indus try strategy. Why simply because it. Works. " " / bean won t say what in spends to produce \ each of its mailers but its Large mailers one. Version of its Christmas Catalon this year runs 144 pages Are clearly More expensive to. Produce and mail than the Industry average of 45 cents apiece. Its 90 million mailings this year. Will generate More than $500 million in sales or about $5.55 per mailing. Many companies would break oven if they could Generel As Little As s1.2s or offers for every Callog mailed. ,. In bean s Case however Ita extraordinary. Response rate does t necessarily translate into extraordinary profit because of the thin profit margins bean works on Lor Many of its items. Obviously not every Catalon that bean mails generates a Sale. But those who do respond spend about $67 per order which is actually at the lower end of the sporting goods and apparel categories. More upscale competitors like Portland based Eddie Bauer inc., will do upwards of $100 per order bul what it lacks in big orders bean More than makes up for in volume this year it expects 1o fill 9 million orders. Saturday december 3, 1988 the stars and stripes Page 17