Anni Kuan is my girlfriend. That means that whatever we do for her, it better damn well works, I would not want her to spend money for printing(which is tiny but still…) and postage on something that does not improve
her business. It also means that we basically do what we want (and think is good for her).The reason for doing all these newspaper items came completely out of here tiny budget. Before we took over her graphics, she had sent out a single 4c postcard to all her buyers. A very friendly designer mentioned this Korean newsprint place in New York. They literally can print a 32 page paper for the price of a postcard. So that is what we do now every season. The cheap newsprint, which is still rarely employed in the fashion world, became part of Anni Kuan’s identity. For us its a pleasurable job because of the tight limitations (it has to be on newsprint, maximum two colors and then only red, orange and blue, it has to look good in a rough half tone dot and it should be different from previous mailings since the mailing list stays roughly the same).
The feedback has been great. She meets and talks to many people on the mailing list and the buyers always praise the mailer, put the plastic horse on their computers and ask for additional copies. Many designers (who are not on her mailing list but are potential customers) know her brand only from the award books.