Branding: The Multichannel Shopper

We did notice a subtle difference in the photography between the consistent brand presentation in the catalog and the retail point-of-purchase displays. The in-store signage seems brighter and bolder than the catalog photography, although this appears to be a conscious choice.

To create a boutique feel, the store has a controlled, lower light level than a department store. The catalog photography might appear too dark in this environment, but the overall experience is consistent.