In large-volume photo productions for e-commerce, the processes are crucial.
In order for a shooting to be a complete success in every respect, the following steps are important. Here is an insight into what is important and what matters.
1. Goods logistics and goods preparation
An e-commerce production starts with the photo samples – are all photo samples complete? Are the right sizes available for production? Are all items clearly labelled?
This is all about perfect organisation. A system-supported recording of all photo samples helps to organise the receipt of goods efficiently, leanly and safely. With a digital barcode reader and, for example, EAN codes on the articles, booking in the articles is much faster than if article numbers have to be recorded without a machine-readable barcode or QR code.
The next step is the preparation of the garments: depending on the type of delivery, ironing and velveting is done, and a lot of care has to be taken. After all, the photo samples are often unique and must not be damaged. Once the goods have been perfectly prepared, they are sorted and hung on poles to await the next step in the process.
2. Pre-Styling/Styling
Now our stylists come into play – depending on the customer’s requirements, we now have to combine the right outfits for the shoot, ranging from precise outfit specifications to complete freedom for us – stylistic confidence is required here, so that coherent trendy fashion outfits emerge. The outfits are pre-sorted hanging on poles, prepared for the shoot, complemented with the matching accessories and then the shoot can begin.
3. Photo production
During the shoot, the whole team works together – a team usually consists of photographer, stylist, hair and make-up artist and digital assistant – and of course the model – everyone has their role and now it is important to work together perfectly. Each person involved has a specific responsibility – together this determines whether beautiful pictures will emerge. Every shoot has its director’s schedule – the photographer has the main responsibility on the set and makes sure that all the cogs mesh. After all, economic criteria are also important, since the aim is to achieve a daily quantity defined in advance on the basis of the budget and the deadlines.
4. Image selection, coordination and approval processes
Once the shooting day is in the can, the next step is to select the best images quickly and accurately in line with the client briefing. Depending on the assignment, these are presented to the client for approval or decided on independently. If a vote takes place, the image sets – usually e-commerce-typical BIldsets consisting of outfit image, front, side, rear view and details – are made available to the customer in an online platform for approval. If the customer does not agree with an image, this can easily be reported back digitally via the platform and exchanged. Once the images have been selected, the next step can follow.
5. Post-production
To ensure that the images have the best possible effect on the consumer, the final stage is post-production. Here, the images are given the final polish: dust, dirt and scratches are eliminated, skin and product colours are optimised, skin blemishes are removed and background colour tones are adjusted. Depending on the customer briefing and the place of use of the images – mostly the online shops of our customers – the images are saved in agreed data formats. Image versions are often created for use on marketplaces and sales platforms such as Amazon, Zalando, About You & Co.
Once all these steps have been successfully implemented, nothing more stands in the way of sales success in the online shop.
