Channel Surfing

The catalog serves as the basis from which all creative elements are developed. "The catalog is what most people will have in their hands, so we build the styles for e-commerce based on what we've done with the catalog," Kiger says. "Wherever possible, we multipurpose our images, so we don't have to re-shoot a lot of things for e-commerce. We want that consistency. If the customer has seen our catalog and then goes online, we want her to have the same shopping experience as she has with our catalogs."