Launching a Maternity Catalog In Print and Online

The most appealing expansion was the combination of catalog and Web site. Naissance’s retail brand equity—Stylish. Sexy. Pregnant.—would be reinforced, and the merchandising activities would be complementary. While the up-front costs of Web development and creation-to-dissemination of the catalog are considerable, it is a kinder cash flow than that needed for brick-and-mortar expansion. There are separate bills for many of the catalog elements: concept, design, layout, photography, models, copy, creating the digital files, printing and mailing.