Great Photographic ContentThe importance of

Maurits TeunissenCEO & Founder, StyleShoots

First of all, who are we?

We design and produce photo machines for fashion and e-commerce. This is our machine for tabletop photography.

This is our machine for mannequin photography.

We also provide styling workshops and advice in running a photo studio.

Why did we get into this market?

e-commerce

Years back we saw the rise in e-commerce, and realized a need to produce high volumes of great photographic content. Together with our customers we have learnt a lot about how to ensure great photographic content - and we’ve condensed that down to…

3KEYFACTORS

… 3 KEY FACTORS. To tell you what those factors are, I’d like to introduce my colleague…

Anders JørgensenProduct and Marketing

Make website

Get products online

Ship to customers

If you want to run an online store, these are the 3 key things you need to do.

Make website

Get products online

Ship to customers

This is Content Production.Most important part. Why?

–Philipp Böhm, Senior Project Manager, Zalando

“If you don't get images on your website, no one will see your products

and no one will buy them.”

It’s all about the images.

As a fashion brand, there are two general types of content: 1) Low volume, high budget campaigns. 2) High volume content.

We are talking about the high volume content production.Campaign gets them in, product images makes them buy.

3KEYFACTORS

1

Efficiency

–Dictionary definition

“The ratio of the useful work performed in a process to the total

energy expended.”

The definition of efficiency. So how does this relate to photo content?

these steps work best when in one placeRemove transportationwww includes product writing

these steps work best when in one placeRemove transportationwww includes product writing

Ship Content production Online Out of stock!Produce

General challenge our customers face. How can we compress the time spent on content production. When finally online, the items were almost out of stock.

Ship Content OnlineProduce Out of stock!

Compress time, but maintain same or even higher quality level.

Keep it in-house

Simplify the technology

“Online first”

Zalando has insourced the entire photo production process. That means each garment only takes a few hours to go online.

2

Creativity

Creativity is sometimes viewed as the enemy of efficiency. It’s the defining element of your brand.

EfficiencyCreativity vs.

Creativity is sometimes viewed as the enemy of efficiency. It’s the defining element of your brand.Artist analogy. Set up your painter studio. No distractions. Good light. Good ergonomics. Good tools.

EfficiencyCreativity

Creativity is sometimes viewed as the enemy of efficiency. It’s the defining element of your brand.Artist analogy. Set up your painter studio. No distractions. Good light. Good ergonomics. Good tools.

2 min movie of Zalando sharing how they ensure consistency while still nurturing creativity. Their method is to simplify and standardize on technology, while continuously trialling new methods of presentation.

Power to the stylist

Pay attention to details

Styling cannot be replaced

Your stylist is king

Define brand style guide

Stick to it!

Because technology is simple, stylist is king.Find your brand style. Style guide.Stay consistent. Which leads us to the 3rd point…

3

Consistency

One type of consistency that is often talked about, is consistency across media and channels.But consistency over time is critical too.

Time

If you shoot 500 images per day, and somebody kicks the tripod or whacks a softbox once in a while, that can lead to a lot of inconsistency.Will show up in the grid.

If your styling also varies, it starts becoming completely incomprehensible.

Can be great individually, but you cannot control the query your customer will enter. Entering organizing mode and leaving purchase mode.

–Steve Krug, “Don’t Make Me Think”

“If people who build a site don’t care enough to make things obvious it can erode confidence in the site

and its publishers.”

Consistency provides clarity. Customers can focus on what they came for - your products.

Leave purchase mode if distracted.

Get the symmetry and alignment automatically.

Keep technical setup consistent

Avoid variation in setup

Train (all) your stylists

Stick to your style guide

Efficiency

Creativity

Consistency3

Great Photographic Content