Catalog production is as much about details as it is about design. Even though most sales now happen through the website, the catalog still drives much of that activity. There’s something about receiving it, sitting down with it, and flipping through the pages. It’s not quite the same as walking into a store, but it still offers a tactile experience. Many of our customers say it feels like more than just a catalog. It feels a bit like a magazine—featuring not only the clothes, but also the stories of the artisans and the programs behind the garments.
The very first MarketPlace catalog was mailed in the fall of 1990. Since then, we’ve produced one every spring and fall, which makes this spring our 72nd catalog. Over the years, the format has changed quite a bit. The first one was dramatic — a large 24” x 36” sheet folded down to a 12” square. As the organization grew and budgets evolved, the catalog eventually settled into an 8” x 10”, 40-page format that remained consistent for many years.
This spring we made another change, moving to a 9” x 6” format. The shift was driven largely by the need to control costs, particularly postage. Even though MarketPlace is a nonprofit organization, we operate with a commitment to self-sufficiency. We do not rely on foundation funding to cover operating costs. Our sales need to sustain not only the product and marketing, but also the empowerment and social change work in India.
Long before the catalog is designed, however, there is the photography. The photoshoots are intense ten-hour days. We are not just capturing the images that appear in the catalog, but also photographing every garment for the website, which means multiple views and combinations. Alongside the model photography, we also shoot off-figure images — garments on hangers or laid flat — which can actually be more time consuming. To keep costs manageable, everything is compressed into six very full 10-hour days of shooting.
Once we began designing in the smaller catalog format, we realized it actually showcased the garments very well. The proportions lend themselves nicely to the photography and layouts, allowing the pieces to stand out clearly on the page.
Putting the catalog together is a long process. It goes through four stages of design and proofing. Layouts are adjusted, pages rearranged, and products moved to create the right flow. Every detail has to be checked — product names, style numbers, prices, sizes, and descriptions.
Then there is color correction. Photographs do not always capture the true color of a garment, so there are two rounds of correction, matching the images carefully to fabric swatches, before the catalog goes to press. After that comes the press check, which is an event in itself, as presses sometimes stop or need adjustment before everything is exactly right.
In the end, we’re very happy with how the spring catalogs came together. The pages move easily from one to the next, telling a story of color, fabrics, styles, and most importantly, the women who make the garments.
Every square inch of the catalog has a cost attached to it — we actually analyze that carefully to measure product performance. But the space devoted to the mission and the stories behind the work has a value that cannot really be calculated. It is, after all, the reason MarketPlace exists.
We hope you enjoyed spending time with the catalog. And if something caught your eye, we hope you’ll consider adding it to your wardrobe. You won’t regret it. Each purchase helps sustain the work and supports the women whose skill and dedication bring these garments to life. ✨
I always start with the paper catalogue. Now that I’m 50+ I don’t get the compliments that I used to, and I’ve noticed that the only times I do get compliments are when I’m wearing clothes from Marketplace. Thank you so much for all you do!