Lands' End - Taking On Content (1,379 words)

Fitting It All In

Placement of editorial items within the catalog also demands attention. Just as stores design selling areas based on consumer behavior, so do catalog firms when they fill prime locations with the best-selling or brand-new merchandise.

So as not to compete with the sales design, Reeves works to juxtapose editorial content with related products, where possible and meaningful. For example, a story on cotton harvesting was positioned near 100% cotton V-neck sweaters and combed cotton sheets. To carry the theme throughout the catalog, spreads of cotton garments were highlighted with facts about cotton and pictures of cotton, while parts of cotton plants were photographed with the merchandise.