Case Study: Photography Changes Yield Picture-perfect Results at Strasburg Children
Problem: The Strasburg Children catalog wanted to improve the quality of its photographs.
Solution: It hired an outside photography studio.
Results: Strasburg Children has seen a 400 percent increase in catalog requests via phone and online. It’s also experienced an increase in Web sales and store traffic.
Strasburg Children, a multichannel marketer of high-end children’s clothing, knew it had quality products, but company officials felt its photography didn’t show off the intricate detail and delicate beauty of its clothing.
Strasburg Children has gone from four stores to almost 100. But according to Marketing Manager Amy Hough, “One of the things that failed to evolve with our growth was the physical representation of the product — and marketing in general.”
“The garment was truly second fiddle,” Hough says of the photos previously used in the catalog and on the Web site. “Our problem was, ‘Where were we going to do this?’ and, ‘Who was available?’”
Each store has photographic partnerships, so they solicited test shots early in 2006. Rob Dume, a Quad/Graphics rep who stopped in at Strasburg’s Lenexa, Kan., headquarters, supplied the initial contact information that brought Strasburg and QuadPhoto together, says Mark Kozlowski, director of photography for the catalog printer’s QuadPhoto unit.
“After some conversations with Strasburg executives,” says Kozlowski, “we decided to keep them close to their regional area and bring them into our Dallas studio. It’s one of our studios that can shoot year-round because of the weather.”
Hooked on a Feeling
While Strasburg wanted to upgrade its photo quality, the company didn’t want to lose “that warm, fuzzy, heirloom branding,” Hough says. “That was the challenge,” she says: “Show the product but keep the magic.”
Luckily, Quad/Graphics uses a closed-loop color management system for expert color reproduction. “Every-thing is color-balanced,” explains R.J. Hinkle, a QuadPhoto photographer. “We hand it off to imaging. And it’s handed down to the press.”