You grabbed your knees and cannonballed into fashion pool and now you want to make a splash that hits them in the back bleachers and perhaps makes even André Leon Talley twitch an eyebrow. You have discovered the time, risk and incredible expense that it takes to receive your first set of sales samples. They have the correct hems, seams, and fabrication, and they actually fit on the human form! Tears were involved in this process. Perhaps the budget you had set aside has been surpassed, and this is the middle of the marathon. You have had to compromise. But you made it. Here we are with your beautiful collection, and you are ready to make a splash. Now it’s time to set up the most vital element of your brand, a professional photo shoot to represent your unique vision, let’s get started.
1. When you are in the beginning stages of launching your first line, you may not have the luxury of ordering multiple samples, as you have discovered by now how expensive they are. Some companies split this process into two stages, one set of samples for sales, and one for photographs. If you’re lucky, you can afford to have three sets of each sample, another to keep as a reference, which is called a “sew-by” sample. That is the safe way to keep your samples on hand. But often, due to cost, or production timing, if you are manufacturing overseas, the same samples used in your photo shoot are going to be used in sales. The best way to represent your collection is by setting up a photo shoot before going to sales and send these lookbooks to different parties who can then book to see your salesperson. Your photo shoot is an essential first step to take before sending out your precious samples.
2. As we know, it’s an arduous and time-consuming process to receive those sales samples back the way you had envisioned them. You have discovered moments where expectation did not match reality. This can be summed up using the conundrum of the zigzag stitch. The zigzag stitch is readily available on every home sewing machine, so you thought it would be cute as a finish. Then you were informed by your factory that a zigzag stitch requires an entirely separate industrial machine. A machine which solely sews zigzag stitches. That is going to cost you extra. You wanted a simple finish, but now they will have to send everything to another factory because they don’t have that machine. This is going to cost you even more. You have a clear concept of your line, and you have invested enough time by now to edit your samples for the reality of production. What you have to ask yourself is: Can buyers see your vision?
3. Let’s talk about branding. An image speaks louder than words as they say, and it also speaks louder than a garment on a hanger. This is your time to step up and shine. Everything in that photo shoot must represent the vision of your collection. Your choice of models, hair, makeup, accessories, location, and a thorough research of your photographer’s style will help your vision stay consistent and cohesive. Dive into your vision, collect images, shapes, and textures that appeal to you, and create a mood board to show it’s essence. Our professionals will work with you in this process until you are proud to let the images we create together do the talking. Sometimes we make the mistake of thinking that other people can see our intention and no explanation is necessary, but I would make the case that your message and image of your brand is more important than ever. You cannot afford to make mistakes and have your concepts misunderstood or worse, go unrecognized. That is why you must extensively plan your shoot beforehand.
4. You have gone through the time-consuming and expensive process of getting those first photo quality samples. Now you may have interested buyers. Realistically you can’t send a sample to everyone that may be interested. What if it gets lost in the shuffle and pile of other garments and is overlooked? What if you have sent out the sample, to have it requested by someone else who is looking more urgently to place an order? And worst of all, you have no control when it will be returned and in what condition. They may be waiting until they can put it on their fit model next week, so they can see what it looks like on the body. If you have a catalog showing your collection, the buyer will be able to see what the garment looks like on a model, and they will have a better understanding of your brand. You must be able to show what you have accomplished and capture your brand concept.
5. How do we do this? We have partnered with some of the best professionals available in today’s competitive market to help you execute your vision. We have an immense network to help you place models with a certain look that appeals to the brand, professional make-up artists, stylists, and of course, photographers. Working together we offer a full consultation to understand your vision and help you develop the concepts that will narrow down the perfect artistic approach. Then sit back while we schedule everything you need on the date we have agreed upon.
6. The idea behind a professional shoot is to skyrocket your brand above your competitors and have your brand receive recognition. With social media and PR, professional images can quickly make their way into fashion magazines, giving you some much-needed exposure. With a shoot, you can control your collection’s image and hone it to perfection. Refining these images down to a small seasonal Lookbook assures that buyers can see the concept of your entire collection, and do not have to guess.
7. And finally, nothing is going to make your line look more impressive than a professional photo shoot. You want to be noticed and taken seriously. The images are the most important part of representing yourself and your line. This is where your concepts come to life. Nothing says I’m here to make an impact and I have a unique voice more than using professionals to help you in your journey, and we are here to help you shine.
~written for jomsy.com