Brand are tapping influencers, friends and employees to photograph new items at home, with some founders even turning their cameras on themselves:
Author:Dhani MauPublish date:May 7, 2020As we continue to stay home, consumers are increasingly relying on online shopping to purchase their necessities, or maybe even just to pass the time. E-commerce sales are actually up in the U.S., and although apparel sales aren't as strong as other categories at the moment, fashion brands are still putting all their efforts on digital channels now that their customers can't shop in stores.
So far, Ref has tapped several women including Christie Tyler , Rachel Nguyen, Alyssa Vigueras and Chloe Hayward to shoot product at home. The brand will send the items to them directly. It will include a few styling pieces in the shipment as well, though some girls will mix in their own, says Aflalo. "We also send general direction with images we are inspired by, but we selected our partners based on their style and aesthetic so we are open to their creative input and direction.
"During this time it feels organic to collaborate with our partners in deeper ways by incorporating their images on our product pages, emails etc. for the customer to see," Courtney Wartman, FP's Director of Brand Marketing, tells Fashionista. When you're a smaller brand without a lot of employees, one option is to take matters into your own hands. Eliana Gil Rodriguez, who launched her line of comfy, elevated basics, Gil Rodriguez, last year, is one example: When she launched her latest collection - a spring-y capsule of pieces made from terry cloth — she decided to turn the camera on herself. Luckily, Rodriguez has done a fair bit of e-commerce modeling in the past for brands like American Apparel and Outdoor Voices.
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