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

On-model and Off-model Photography

Though they're certainly not unique among catalogers in using this creative technique, Draper's & Damon's employs an interesting combination of on-model and off-model photography as well as some straight product photos throughout the book. Why? The company has found this to be the best way of showcasing the merchandise to its target audience, comprised of upscale female shoppers age 55 and older. "We've found this out through testing," Romano says.