Fashion and Lifestyle Lookbooks: Behind the Scenes

Lookbooks work as an effective eCommerce arsenal to increase the broadcasting of your brand or product range. The presentation of your products can be the difference between your brand’s success or failure. Creating a fashion lookbook involves more than what meets the eye, apart from the aesthetic appearance being the finished product which the consumers will see. There are many fine details which need to be outlined for a lookbook to be successful other than merely looking good.

The Purpose
Who is your target market for your product range and what do you want to get across to your consumers? The questions may seem at first easy. However, the answer can significantly influence the effectiveness of your lookbook and the degree of revenue your product creates. You shouldn’t think of a lookbook as simply an aesthetically pleasing collection of images. This is only one small part. A successful product lookbook should incorporate and translate the personality and values of the brand and the function and style.

The Research
It takes hard work to work out what is and isn’t necessary to be included in a brand’s lookbook. Research and strategy are required to design a lookbook that is indicative of the brand’s personality and attractive to the target market. This encompasses the models, the location, props as well as the range of colours, fonts, and functionality.

The Shoot
It takes more than a model, a camera and a hair and makeup artist. The process includes:
• The physical set-up of the studio or on location before the model is inserted into the equation. Setting up any props, lighting and any special effects such as wind or mist that is to be included.
• The product styling and presentation. Before being photographed, it’s logical that the garment or product needs to be looking as good as possible may that be by steaming clothing or polishing products and sourcing props.
• Styling the model. Styling the model is more than hair and makeup, styling includes ensuring the model is correctly wearing the product exactly as it was designed to sit and for its function.
• Guiding the models. The photographer will use their experience to guide the models into poses to capture the model in a range of angles. Doing this highlights the product features and defines the purpose of the product. The more angles and poses the photographer captures, the more options the post-production team will have to edit and enhance the product in its best possible form.

The Polish
Re-touching is the magic that occurs behind the scenes. The process of re-touching to alter lighting, shadows to accentuate or remove the appearance of tattoos, creases and the shimmer of jewellery. Re-touching is utilised to highlight distinguishing features of the product, from precise colour matching to conveying exactly how each frill, hem, pattern, and material looks in real-life ensuring what the consumer sees in the lookbook will be what they will receive in physical form.

The Publication
The result, a stylish, functional and effective lookbook to attract your target market and make your product stand out from the rest. The images can then be upload to your website, EDM, online catalogue or be published in a physical format to enhance your brands awareness and product’s penetration into the fashion or lifestyle industry.

Does your company need a lookbook?
Simply send us your product from near or far, and we will produce a finished lookbook that will broadcast your brand and product to places you never thought were possible. We source talent, organise props, match lighting, shadows and re-touch to ensure we meet and exceed your brief.

Call us today or come in and visit Mark and the crew at our Alexandria Studio!

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