Over the last 20 years, more and more industries have gone digital. None more so than in the world of fashion. The fashion industry has moved online so much that some brands don’t even have a physical store to sell their products. Instead, they plough money into online content and sell through a website.
But how do you ensure marketing material translates into sales online? One of the key areas of organic content for fashion brands is photography. The best photographers get the best shots, but they also cost the most money!
If you’re working on a tight budget but are still in need of those perfect product images for social media, here are 10 photography tips for promoting your fashion brand.
Understand Your Brand Aesthetic
The first thing you’ll need to consider is your brand. This isn’t just your brand values but more so what your brand stands for, its values and its vibe. Your brand will impact the location of your photography, the props that are used and also the models that are used.
The best way to ensure your location matches your brand is to ask yourself where you expect people to wear your garments. For example, you may notice sportswear brands often shoot content on running tracks or playing fields to ensure the photography captures the athletic nature of the brand.
Lighting is Key
Lighting is a key component of any successful photo shoot. But the right lighting also depends on the vibe you are trying to capture in your shots. Early morning and late afternoon are two times when natural light is at its strongest and can make the perfect setting for a shoot – especially if trying to show off the product.
Darker lighting may not make the product as visible, but could a mysterious or even luxurious feel to the images. So once again, it comes back to your brand and what you are trying to achieve. Professional photographers will also use techniques and products to manipulate lighting, so it may be worth investing in a reflector or diffuser.
Choose the Right Background
As you’d expect, most fashion product shots want to highlight the clothes. As a result, it’s probably best to avoid anything in the background that can distract from your garments. The best way to do this is to choose a plain background.
This doesn’t mean you have to choose a white wall for every photo, there is still room to be creative. Shooting the clothes in front of a brick wall may work for a streetwear brand while a sportswear brand may launch a summer collection using natural greenery as a background.
Use Props Strategically
Most product shoots will utilise props in some way, but it’s important to use props with caution. Remember, you don’t want props to take centre stage and subsequently distract from the clothes. It’s also worth remembering that anything unexpected will take attention away from the items you are selling.
Instead, use relevant items that complement your clothes. If you’re selling officewear such as suits, items like umbrellas or briefcases may compliment the outfit in-shot.
Incorporate Movement
Some clothes can be shot statically, but for others, shooting your model whilst on the go makes your clothes look more dynamic. This is important for activewear brands that need to show that the fabrics are versatile.
If your brand sells women’s tracksuits, it may be a good idea to capture your model walking, jumping or running to also convey a sporty aesthetic that will appeal to potential consumers.
Prioritize Details
For high-price or luxury items, it’s important to show up-close shots that display the finer details of the product in question. Brands that sell expensive tops often zoom in on the product so the stitching can be seen.
At the same time, this shouldn’t be the main product shot as it’s not the most important element. Use close-ups to complement more conventional photos so consumers get to see the product from different angles.
Use A Diverse Range Of Models
Using models of different shapes, sizes and ethnicities will help your products appeal to a wider audience. We all enjoy seeing what potential purchases look like on people who look similar to us, but some groups are more represented than others online.
Make sure you consider using models of different sizes and ethnic backgrounds, you should also consider working with models with disabilities to make sure your items truly appeal to everyone.
Post-Process Thoughtfully
Post-production is just as, if not more important than capturing the shots themselves. The majority of fashion images we see online have been edited and there’s nothing wrong with enhancing the clarity and colors in your images.
However, it’s important that your photos still look realistic after editing. Overly edited photos are common online today and can hurt how people perceive your brand.