Separating Yourself From the Competition

“It is a very symbiotic process; in fact the things have to feed off of each other,” said Kolodny. “We have to know her intent, she has to write to our design, then we look at her copy again and change accordingly.”

Since the holiday catalog is put together in just three months, quick decision making and a natural flow, rather than formal structure, work best. The timeline is also a concession made so that the products can be domestic-made instead of imported. Sometimes the products ship late and the catalog is often laid out before all the merchandise is available.