But there's been a seismic shift in the way catalogues work over the past few years. Now, instead of the catalogue being a handy but one-dimensional resource, it's moved closer to the editorial values of a magazine, entertaining and educating the reader while bringing them into the brand's world.

Take a look at the latest catalogues for Cath Kidston, Boden and M&S. These print products are designed to be read, not browsed. They pull the reader through the publication, using finely honed editorial skills to ensure they take in every page ­- and the products on those pages. Lifestyle features sit next to celebrity interviews which lead into How To pieces. The very same skills that construct leading customer magazines are now being used to create fantastic catalogues for the same brands.

And it works: many brands are discovering that adding editorial content to catalogues boosts customer engagement and, as a consequence, sales. The Cath Kidston catalogue has delivered a 33% increase, with specific products featured in the magazine becoming best-sellers.

Lees verder op cma.com.