It is a good idea to combine a certain number of indoor shoots into the plan, and to leave them loose in the schedule so that they can be quickly substituted in case of rain. Since production lead time for catalogs is lengthy (averaging 120 days for creative production and color separations), seasonality may present a problem for outdoor shoots. Mailing schedules dictate that fashion merchandise should be offered well in advance of the need for such items. Therefore, the combined time requirements of pro duction and mailing will result in having to shoot fur jackets in July, and bathing suits in December. Imaginative art directors have found ways to camouflage the seasonality problem, but it usually involves extensive travel plans. For example,
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a foggy morning shoot on the rocky coast of Maine can look cold enough for furs, even in summer months. The sunlit deserts of Arizona provide a bathing suit atmosphere even in winter. And there are always choices like indoor pools, spas and resorts, ski lodges and cruise ships. Any location shooting must be planned well in advance, with great attention to detail and budget. Approvals must be obtained for specific locales. If fees or credit lines are required for use of the premises, these agreements should be prearranged and budgeted. Better known catalogs will have little trouble getting hotels, restaurants and
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resorts to accept a promotional credit line in lieu of a usage fee; i.e. “Photographed on location at the beautiful Famous Name Restaurant. ” Foreign location fashion shootings can produce extraordinary ph otographic depictions, resulting in an ambience for the catalog. Models shown in front of interesting architectural or cultural landmarks of a foreign country will hold the reader’s attention longer. A cruise or vacation fashion book is more entertaining when photographed on a beach or around a pool than simply shot in studio in front of a blue no-seam. It is also easier to capture the models having fun and looking natural in such a setting.
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