Photos and content: showing your product

The customer cannot touch your product before buying, so your photos and words are the only sense they have. Make them honest and clear.

Product photos

• Natural or steady light and a clean background.
• The piece from the front, the back, the details and the fabric up close.
• The piece on a body, to show the real fit and drape.
• Clear measurements and a size chart, with the height and size of the model.

Lookbook photos

A set of photos that shows the piece in context: how it is worn and with what. Use the colors and style of your brand that you defined in module one.

Writing the description

• Start with what matters to the customer, not what matters to you.
• Use the phrases you collected in the customer conversations.
• State the fabric, the fit, the care and the details clearly.
• Do not exaggerate and do not promise what you do not deliver.

Exercise

Write the description of your hero piece in about 80 words, and list the photos it needs.