TODAY, IF YOUR BRAND HASN’T GOT A STORY TO TELL, IT’S EXTINCT. WE RECENTLY WORKED WITH DUNE TO CREATE A NEW BRAND STORY FOR CHRISTOPHER SHANNON’S CAPSULE COLLECTION. CAMPAIGN PHOTOGRAPHY AND FILM AS WELL AS LOOK BOOKS, PRODUCT SHOTS AND E-COMMS VIDEO ALL WORK TOGETHER TO TOUCH PEOPLE EMOTIONALLY. CUSTOMERS BUY INTO THAT.
HOW IMPORTANT DO YOU THINK GOOD PHOTOGRAPHY IS TO GIVE A FASHION BRAND ITS UNIQUE LOOK?The brain processes visuals 60,000 times faster than text. Presenting products in high-quality images can be the deciding factor between an empty basket or a sale.
HOW HAVE BRANDS DEVELOPED THEIR USE OF IMAGERY OVER THE PAST 15 YEARS OR SO? In 1999, the first web-only shoe store, Zappos, was born. We went from pack shots to 360-degree visuals almost overnight. Today film and video is key. Seeing the flow and fit of a collection increases emotional engagement, dwell times and sales.
HOW IMPORTANT IS VISUAL AND EDITORIAL STORYTELLING TO A BRAND’S SUCCESS – AND HOW DOES FASHOT.COM HELP BRANDS ACHIEVE THIS? Today, if your brand hasn’t got a story to tell, it’s extinct. We recently worked with Dune to create a new brand story for Christopher Shannon’s capsule collection. Campaign photography and film as well as look books, product shots and e-comms video all work together to touch people emotionally. Customers buy into that.
IS MOBILE GOING TO BE A GAME CHANGER FOR FASHION IMAGERY? Yes! 59% of the UK access the internet via their smartphones or tablets every day. In future people will expect personalised text messages with tailored offers as standard, when they approach physical stores.
THERE IS A LOT OF TALK ABOUT A PERSONALISED SHOPPING EXPERIENCE – HOW PERSONAL WILL THAT EXPERIENCE BE? With the latest developments in 3D printing, people could actually make bespoke products in their own living rooms. You don’t get much more personal than that.
LOOKING FORWARDS TO 15 YEARS IN THE FUTURE – WHAT SORT OF THINGS DO YOU THINK WE’LL SEE IN THE DEVELOPMENT OF DIGITAL IMAGERY? Brands will have virtual mirrors that let customers select what they want to try on. Embedded sensors will help retailers serve personalised ads instore. The process of choosing clothes will become more sophisticated. FASHOT.COM solutions will no doubt develop to match.