once upon a time, in a land far far away, a very beautiful princess (or prince), lived in a perfect penthouse/cottage/mansion, and wore perfectly coordinated separates for every possible work, leisure and social occasion, and you can too.
catalogs are almost always storybooks, providing an attractive narrative to help define who there customer is, or who she(he) wants to be. to a lesser degree, most web sites effectively convey their image, and by association, the customer's, through their chosen graphics, even if the clothing isn't placed in literal settings. generally, i am disinclined to feel the appeal of the intensely happy models who populate the pages, wearing the clothing i am supposed to want to their make-believe jobs or while lounging with their make-believe friends, but i will admit that a nice minimalist site design has yielded a "bookmark" for a shop's site. a sparsely stocked boutique is a good thing (as long as they have more sizes in the back). in general, less is a lot more effective when it comes to marketing to me, but even the absence of a story is a conscious decision, and no less a tactic.
and i buy it.
what narrative do you like best? how would you respond to an entirely stark presentation, without a whiff of image implication or style direction? we're talking marketing-free (if it's possible).