Going Global

The biggest production issue is scheduling because copy translation adds another step to the catalog production process. “You have to build in two to three weeks for translation to make sure the catalog makes its deadlines. Each version you have adds to the complexity of the project,” says Hurlbut.

Since creative changes are minimal, only a black plate change is required when printing different versions of the catalog. All catalogs are printed in the United States. Catalogs destined for the United Kingdom and Germany are injected directly into the appropriate country’s postal stream with the help of Royal Mail in the United Kingdom and Deutsche Post in Germany.