A Post-Tropical Cyclone

A tropical system doesn't stay a tropical system forever. Take Milton for instance. A Category 5 hurricane at two different periods earlier this week, the storm slammed into Florida, was shredded apart by land, then emerged in the Atlantic as a post tropical cyclone.

In other words, the storm is transformed by a traumatic event ... sure, we as humans experience a hurricane as a traumatic event, but the hurricane also experiences a traumatic event. Without boiling hot ocean water to fuel it, the storm transforms from a storm of tropical characteristics to a garden-variety low pressure system (or becomes even less than that).

So it is with catalog brands.

A catalog brand experiences a traumatic event (decreased co-op performance ... then the paper catastrophe of 2021 followed by printers firing catalogers in 2022 and the erratic USPS) ... resulting in the end of the brand as a catalog brand ... but it does not mean it is the end of the brand. The brand is transformed ... "post-tropical" if you will.

Milton is still out there in the Atlantic. It's different now, shredded apart by Florida.

Orvis is still out there in New England. It's different now, shredded apart by market forces. They get to take full advantage of their new status ... post-catalog if you will.

Similarly, you get to take full advantage of your new status when the time comes. And it is most certainly coming. Celebrate it. Look back and be proud of what you've accomplished ... then get busy in your "post" world.