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

In each catalog, the split is about 50-50 between on-model and off-model shots. "We added the off-figure images and swatches to better address the needs of our older customers," Romano says, noting that these allow customers to get a better feel of the texture and pattern of the garment.

The on-model shots "sell the fantasy of the clothes," Romano notes. "That's why we do the location shoots. Even though we often crop out much of the background to show off the product larger, the subliminal message is still there—that this person is relaxing on a beach or on vacation someplace wonderful."