NEW YORK — A family hike through the Northwest wilderness, a European woman strolling the streets of Milan with a dalmation and a network weatherman are among the diverse images outerwear companies are using to update their brands.

Generally, advertising and marketing have not been the top tools coat companies use to reach customers and build sales. Those who invest in the strategy tended to go with tried-and-true photos like full-length shots of an average woman in a classic coat.

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