Once you’ve put the finishing touches on your upcoming collection, the right marketing campaign can create the necessary sizzle that grabs your audiences’ attention and doesn’t let go. What better way to show off your new line than with an amazing portfolio of images that not only lets consumers and buyers notice your brand, but gets them excited to buy.
When done well—through proper lighting, dramatic composition, and so on—the photo lets your audiences envision themselves with your products, and brings you that much closer to making a sale. And for every successful designer, it’s no secret that the way your products are visually communicated and shared is just as pivotal as the pieces themselves.
How Much Do You Really Need?
There are several tools at your disposal to promote yourself: a lookbook, a linesheet and a packshot. The question is, do you really need all three to ensure your brand’s commercial success season on season?
If your funds are limited, the way to receive maximum bang for your buck is to concentrate on the linesheet. The images on linesheets are extremely effective because they provide design details that simple words can’t. Lookbooks are well worth their cost if you have a higher budget, as they help tell your brand’s story and generate excitement among your current and potential clients. With linesheet and lookbook under your belt, you can concentrate on packshots to give your designs that extra push through online sales.
Screenshot via farfetch.com
Get Social, Get Noticed
In this digital age, you can spread the word about your new collection via different social networking channels, using photos to maximize impact through your Facebook page, Twitter feed, or other platforms.
Pinterest is currently the most vital social media tool you can use, as it is tailor-made for the fashion industry. Calling itself a “visual discovery tool”, Pinterest has garnered the interest of major designers and retailers—such as Tory Burch and Lauren Santo Domingo, as well as Nordstrom and Target—who are using the app to build their brand, influence what is stocked on their sales floor, and boost sales.
How can Pinterest improve your bottom line? According to a 2013 study by RichRelevance, “Pinterest shoppers spend approximately $140 to $180 per order, while Facebook shoppers spend about $80 per order, and Twitter shoppers ring up $60 orders.”
Screenshot via pinterest.com
Instagram is another extremely useful tool for communicating with fans, since it generates 25% more brand engagement than other social media platforms. Its photo sharing app has seen a 900% growth, year over year, since its launch. Retailers using Instagram ads increased brand message lift by 10% and ad recall by a whopping 32%, with Levi’s attracting 7.4 million viewers between 18 and 34 years old in just nine short days using Instagram.
For designers, “a picture is worth a thousand words” is not a trite expression, but an invaluable business credo. It’s more than showing a model wearing your latest coat or holding your newest clutch. It not only speaks to the values and qualities that you stand for, but can influence what consumers buy. So make the most of your collection images, and don’t be shy to flaunt particularly nice photos to garner attention.
About The Author: BridgeShowroom
Ken Nachbar is a co-founder and partner in Bridge Showroom. Ken loves working with designers, helping them open new doors, find new customers, and grow their businesses. With bachelor's degree in economics and an MBA from the University of Michigan, Ken combines 25 years of management skill and experience with his passion for fashion.
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