We design and produce photo machines for fashion and e-commerce. This is our machine for tabletop photography.
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…
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.
–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?
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.
Zalando has insourced the entire photo production process. That means each garment only takes a few hours to go online.
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.
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…
One type of consistency that is often talked about, is consistency across media and channels.But consistency over time is critical too.
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.
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