Merchandise: Bathrobes Remain a Classic

“The first line [of copy] says ‘luxurious,’ and it didn’t look luxurious. The whole page sort of threw me,” she says.

It is very important to make sure the photo is supported by the theme of the copy. Lands’ End’s copy talks about a robe being good for elders and college kids, but then there is a photo of two parents and their baby. It doesn’t quite go together, notes Burden Litle. Also, the copy claims that the robe is soft, so one would expect to see a person wrapped up in it, not a mother handing a baby to the father, she says. The photo just doesn’t say “cozy.”