How to Create a Lookbook That Boosts Your E-Commerce Sales
January 21, 2019
Product photography gives buyers information about your products, but it's not always enough. Here's how to create a lookbook that will drive sales online.
Creating a coherent and on message lookbook is one of the best ways to increase your product's conversion rates.
What many people wonder though is how to create a lookbook.
It's so different from standard product photography to almost be a different field entirely.
Follow along with this guide to learn more about lookbooks and how they can improve your sales.
What Is A Lookbook?
At its most basic a lookbook creates context for a product. It allows you to showcase your product in a narrative format that helps a customer understand how it should be used.
This is very different from standard detailed product photography. In just about every case you'll see an image of a brightly lit product on a clear background. This shows you exactly what the product is and lets you inspect it but it doesn't give you any context for the piece.
A lookbook places the product either with complementing pieces or in a setting that showcases it. A great example of this is in online clothing stores. You'll start with a product photo but will usually have the option to see several models wearing the product. Instead of just a shirt, they'll have a perfectly fitted shirt, great pants, and well-matched shoes.
This allows a customer to put themselves in the position of the model or situation and see how they would use your product.
How To Create a Lookbook
The trick with lookbooks is that they need to be editorial. Rather than just providing detail they have to tell a story about your product. To do this you need a product, an inspirational setting, and a model that fits your product perfectly.
You should be focused on showcasing an entire lifestyle rather than a single product. You want your potential customers to look at your products and see more than a cool shirt or nice pants.
For this to work, you need a beautiful setting and a planned out shoot that captures the essence of your brand. Simply having detailed and well-shot photographs aren't enough anymore.
Tips and Tricks
Producing a lookbook for the entirety of your catalog can seem daunting, but it doesn't have to be. If you hire a skilled photographer and good crew you can save time and money while still creating a stunning digital lookbook.
Clothing companies will often have overlapping or complementary product lines. Your lookbook for a shirt can share many images with a lookbook for a pair of pants. They go well together, improve the appearance of each other, and give you a chance to bundle a sale.
Don't be afraid to use templates either. Creating gorgeous pictures is just the first step. You also have to arrange them in a way that tells a story. A great lookbook isn't just selling a product, it's promoting a lifestyle.
Unify Your Efforts
Now that you know how to create a lookbook you're ready to combine all your visual sales efforts together. This allows you to connect more fully with your target customer. A lookbook lets them see that you understand their needs and know what they're looking for.
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