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(June 7, 2001) -- Spiegel Catalog is launching a new print campaign through Cramer-Krasselt, Chicago, to reposition itself as the brand for women juggling multiple roles.

The new ad effort follows troubling financial announcements from Spiegel, a unit of the Spiegel Group, which also owns Eddie Bauer. The catalog and Internet retailer announced that it expects earnings for 2001 to fall 10% to 15%. Spiegel's May revenue was $223 million, down 5% from $234.7 million in May 2000.

Three print ads carrying the tagline "Here's to being a woman" will run in July and August issues of home and women's magazines including House Beautiful, InStyle, Marie Claire and Martha Stewart Living. The ads show the bodies of a man and woman but not their whole faces and promote dresses, shoes and housewares.

One execution for silk bedding reads: "Men get the basement. We get the rest of the house. You do the math." -- Cara Beardi

Copyright June 2001, Crain Communications Inc.

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