Creative Cut - Draper's & Damon's (1,589 words)

"We've added more lifestyle shots and improved the presentation of merchandise," he says.

Another creative change the company made thanks to improved customer knowledge was when it enlarged its type size one-half point a year and a half ago.

"We have a substantial amount of information per item and thought that maybe it was hard to read, especially when we had it reversed out," recalls Romano. "So we tested the larger point size, and though it looked a little odd and took some getting used to in terms of not having as much space for art, our customers liked it and it resulted in higher sales."