Going Global

Creating Country-Specific Versions

The Peruvian Connection catalog has matured into a four-color, 48-page catalog with photographs of models shot on location in Peru. Also included are a note from the Hurlbuts and editorial pieces on the craft of art-knitting and Inis Meain knitwear.

A side-by-side comparison of the German, U.K. and U.S. versions of Peruvian Connection’s Fall 1999 catalog reveals that the same layouts—down to the photos, products and the progression of pages—are used in each catalog. What changes are the copy and pricing. The German version of its catalog includes German-language copy and pricing in deutsche marks. The U.K. catalog uses Anglican spellings, and prices products in pounds sterling.