Lookbooks need great images

“A rose by any other name would smell as sweet”, (Shakespeare) the phrase gives us the realization that names do not matter; the content and depth of something is what matters.

“Lookbook”, “Collectionbook” or “Workbook”, various names are given to the same strategy used by firms. This book provides an overview of images of upcoming styles and models. Most firms interviewed suggested that they use this book to select from samples, and provide the book to their stores so they get a feel of what the upcoming styles will be. Firms that have still not developed the concept of a “lookbook” are growing towards the idea. This could be the result of the reduction in time of new merchandize arriving at stores, which has been bought down to weeks. For example, some companies have new merchandize arriving at stores every two – three weeks! Therefore, there is a growing need of faster sample selection and a lookbook is an efficient and effective way of doing so.

Research interviews with major firms suggest that numerous companies prefer photographs of their samples for the lookbooks. Unfortunately, photographing samples and editing the images takes much time and money, and thus firms use sketches made by their designers for the book. Companies also suggested that the time that is required for each image to be taken is a major issue. Lookbook consists of the whole season’s samples normally, and thus after getting the samples made firms do not want to wait too long before having a complete book in their hand.

Many times, it is not about the cost of getting images taken but quality; therefore, many companies hire professionals to photograph samples for their lookbook. Better quality images show greater detail, and give the viewer a better sense of how the apparel would look. Commonly these images are flat, and some firms also want model images for their online shopping site, thus professional photographers are used for photographing these images twice for the different needs.

So, which trade off should be made? Use sketches because it saves time in getting the lookbook in place, or use higher quality images that show greater detail and reality of the samples, but take more time in getting the lookbook together?

May we humbly suggest you take a peek at StyleShoots?

Anders Jorgensen