Catalog Creative Breakthroughs (1,612 words)

Another aspect of photography is styling. Coldwater Creek especially deserves mention because of its unique, non-model styling that has created a breakthrough in fashion. This almost human-looking styling is brilliant! We are already seeing others emulate their photos.

3. Great Catalog Copy

We have become a nation of "skimming readers." Maybe it's the impact of television, but today's readers concentrate on headlines, captions and call-outs to get the gist of an article. The importance of catalog copy has thereby been elevated to a new level. Headlines, subheads, charts and captions all take on greater importance in assisting the skimming reader through the book to the ordering process. Whether one is telling the romantic narrative like J. Peterman or presenting the credibility of an L.L. Bean, the copy style must reinforce the brand.