If you have a fashion ecommerce, a lookbook will prove invaluable for promoting your products. This is your opportunity to show your customers how they can style your products, using the highest quality photography and inspirational backdrops to show off your products in the most appealing way. It will inspire customers to buy a whole outfit or individual pieces, as well as browse your other collections to see if there is anything else that appeals to them.
Lookbooks are also a great way to enhance your perceived brand value and showcase your products to reveal their true brand personality. When executed correctly with powerful product photography, this is a sure-fire way of making sure customers remember your brand.
Make a Plan
The first step is comprehensive pre-shoot planning. Consider your target customer and how/where they might wear your clothes. Create a moodboard using inspiration from online and offline – Pinterest and Instagram are great sources for a unique creative vision, as well as glossy magazines with all the information and photos of the latest fashion trends and catwalk shows.
Teamwork Makes the Dream Work
Once you have the concept pinned down, make sure it aligns with your budget. If you need to strip it down – for example, shooting in a studio instead of a dreamy international location – then work with what you have. You can create an incredible lookbook so long as you surround yourself with the right people – that is, photographers, stylists, models and prop stylists.
Remember, expert product photographers will be able to style the shoot themselves and bring the shoot to life without the need to hire an additional pair of hands.
Sit down with your photographer and talk him or her through the mood, style and creative vision of the shoot. It’s absolutely essential that this is clearly communicated prior to any shots being taken. You could also come up with a rough shot list including a list of products that must be included and any specific shots that you would like to see.
Get the Creative Juices Flowing
Be creative with the process and make sure you have your moodboard and shot list up on the wall of the studio/location so that everyone is singing from the same hymn sheet. If you’re struggling for direction, chat with your photographer or stylist to see if they can help. Always remember that achieving photographs that show off your brand personality and engage your customer should be top of the priority list.
The next stage is editing. Your photographer will be able to do this part and he or she will have already been fully briefed prior to the shoot on how you want the final lookbook to appear. If you want to do a DIY job, make sure that you are very well versed in design software as high-quality editing is crucial to ensure that your lookbook stands out from the rest. The final stage is publishing and there are many platforms on which you can do so.
If you have any questions about how to shoot a lookbook or would like some expert advice from our team, give us a call today.