Cataloging Hot Spots

What should never go on hot spots?

Unless you’re seeking publicity (as Victoria’s Secret does with its diamond bra or Neiman Marcus with its fantasy Christmas covers), it’s usually a waste of time and money to put less popular products in your hot spots.

And it’s also usually wrong to fill hot spots with boring editorial. Before doing that, ask yourself—is the editorial material you’re considering for this hot spot so important that you’re willing to sacrifice your most valuable selling space? If you truly must place editorial material on a hot spot, keep it as compact as possible.