THE ART OF THE PHOTOSHOOT
Communicating through digital and online has changed the role of fashion photography especially when it comes to photographing footwear. Brands need to make a crucial investment in good photography as online and social media have completely changed the role of photography and the creative process.
Social media and digital have made photoshoots fast and instant, also contributing to budgets getting tighter for brands. Brands are not willing to spend a lot of money on photoshoots as they used too for magazines and advertising campaigns, because of the sheer pace of digital technology today. Gone are the days of two campaigns a year for each season. Content is put out so often online that it is important for footwear brands and designers to have a clear vision of what they want to achieve with their images and content, and ensuring they produce high quality and versatile content for their audience.
Independent designers and brands who sell their footwear online are up against the big players in the industry, who have much larger advertising budgets. Brands need to invest wisely in regards to the choices of models and photographers they use for their shoot, and they need to find ways to save and repurpose as much as they can from each shoot such as gaining video footage from backstage, e-commerce product photography as well as product shots for their lookbook.
Brands and Independent designers need to see the photoshoot as an opportunity to create different forms of visual content for their brand, that can be used on multiple platforms and reach a wider audience. It is important to step into the photoshoot with the understanding that your images and content can be used for campaigns, your website and any digital channels.
For brands that sell through their e-commerce store, it is even more vital to think about your digital global reach, as your product imagery will be the main asset to showcase your products. Online brands need to ensure that there is a balance between the image and the actual product, as customers will not advocate your brand if they feel cheated by what was promised through your digital channels and what was actually received. E-commerce brands are relying on the images to sell that product, rather than the customer seeing and feeling the product before purchasing. Styling is crucial here and any key features on your footwear such as a ornate heel or a beautiful lace lining, should always be showcased.
E-commerce is far more difficult to get right than editorial content because the image needs to make the customer click through your website and want to see more. The feeling customers get when touching a product and seeing an image online are entirely different. E-commerce brands are competing with brands in stores that customers can actually get a feel for their product. The product image is what impacts their decision to purchase your footwear or not so it is important to understand that your product images need to sell the product to consumers as if they were actually experiencing the product in their hands.
The main challenge is for brands is getting the standards of photography right within their available budget. Customers notice when your photoshoot is done on the cheap and will associate your brand with low quality. Your photoshoot budget needs to align with your brand identity and the price point you are selling your footwear at. Customers want to invest in good quality footwear, and they are not willing to spend a lot on footwear if the campaign does not align with price.
Susannah Davda, the founder of The Shoe Consultant recently paired up with fashion footwear photographer, Rhian Cox, and launched a new online course about how to photograph footwear to sell online. The course includes downloadable guides and covers topics such as shot types, editing your shoe shots and best practices. We are not affiliated with The Shoe Consultant but did find this course to be quite helpful in making the most of your photoshoot, sticking within your budget and ensuring a ROI.
Independent designers and brands who sell their footwear online are up against the big players in the industry, who have much larger advertising budgets. Brands need to invest wisely in regards to the choices of models and photographers they use for their shoot, and they need to find ways to save and repurpose as much as they can from each shoot such as gaining video footage from backstage, e-commerce product photography as well as product shots for their lookbook.
Brands and Independent designers need to see the photoshoot as an opportunity to create different forms of visual content for their brand, that can be used on multiple platforms and reach a wider audience. It is important to step into the photoshoot with the understanding that your images and content can be used for campaigns, your website and any digital channels.
For brands that sell through their e-commerce store, it is even more vital to think about your digital global reach, as your product imagery will be the main asset to showcase your products. Online brands need to ensure that there is a balance between the image and the actual product, as customers will not advocate your brand if they feel cheated by what was promised through your digital channels and what was actually received. E-commerce brands are relying on the images to sell that product, rather than the customer seeing and feeling the product before purchasing. Styling is crucial here and any key features on your footwear such as a ornate heel or a beautiful lace lining, should always be showcased.
E-commerce is far more difficult to get right than editorial content because the image needs to make the customer click through your website and want to see more. The feeling customers get when touching a product and seeing an image online are entirely different. E-commerce brands are competing with brands in stores that customers can actually get a feel for their product. The product image is what impacts their decision to purchase your footwear or not so it is important to understand that your product images need to sell the product to consumers as if they were actually experiencing the product in their hands.
The main challenge is for brands is getting the standards of photography right within their available budget. Customers notice when your photoshoot is done on the cheap and will associate your brand with low quality. Your photoshoot budget needs to align with your brand identity and the price point you are selling your footwear at. Customers want to invest in good quality footwear, and they are not willing to spend a lot on footwear if the campaign does not align with price.
Susannah Davda, the founder of The Shoe Consultant recently paired up with fashion footwear photographer, Rhian Cox, and launched a new online course about how to photograph footwear to sell online. The course includes downloadable guides and covers topics such as shot types, editing your shoe shots and best practices. We are not affiliated with The Shoe Consultant but did find this course to be quite helpful in making the most of your photoshoot, sticking within your budget and ensuring a ROI.