Understand how the right photography can enhance your ecommerce efforts and make products more appealing to customers. Learn how to best shoot each of your most important categories and discover handy tips to make flat lays and on-model shots more impactful.
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90% of online shoppers say that photo quality is the most crucial factor in an online sale, so for those looking to drive growth in their ecommerce business, high-quality fashion product photography should be a primary investment. Here at JOOR, our members can utilize high quality image and video production without the need of booking a photo studio thanks to JOOR Studio Services, handling both post production and seamless integration into linesheets and your virtual showroom on JOOR.
JOOR transaction data reveals a direct correlation between the number of images per style and the average number of units ordered - as the number of images increases, the quantity ordered also increases. In fact, styles featuring 6 or more assets result in 2x more units ordered compared to styles with fewer assets.
This holds true across all major product categories including apparel, handbags, footwear, accessories, swimwear and home; however, it's important to understand that different product categories require different photographic approaches. Customers will want to see how a handbag looks worn on the arm of a model for example, while a small jewelry item will require close-up shots to truly capture all its intricate details.
Let's explore the requirements for every fashion category, along with tips and tricks on how to get the most out of your next ecommerce shoot.
In a brick-and-mortar store trying things on is easy, but online, apparel product photography has to bridge that gap. Customers want to be able to envisage how clothing will look on them, so having a wide range of shots will give them a well-rounded view of your apparel.
Model shots can help customers understand exactly how a garment will fit on the body, lookbook images can show customers how different items in your collection could be worn together, while flat lays and close-up shots can help to showcase clothing's color, texture, and design details.
Natural lighting is always the most flattering and will ensure your images represent the true colors of your clothing, but in winter or when time is limited, waiting for a sunny day to shoot is just not possible.
In this instance, high-quality artificial lighting that mimics daylight can be used. Make sure your lighting set-up has high color accuracy so you can minimize the amount of post-production work needed on your images.
Styling is a key part of apparel photography. Not only will layering and accessorizing your garments with other pieces make them more visually interesting on screen, but you'll also help customers envisage how they might wear your clothing.
Styling can be a great way to show your target customer base that your brand is well-suited to their lifestyle by styling looks in a way that resonates with them. It also presents a natural way to cross-sell product categories and increase your average units per order.
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When customers shop for handbags in person they pick them up and examine the front and back. This isn't possible when shopping online, so 360° images that can capture a bag from every angle are essential.
According to Shopify, 60% of customers prefer images that enable them to have a 360-degree view of the product, while data from ORDRE reveals that products with 360° photography experience a 14% increase in sales and a 51% reduction in returns.
Texture, hardware and stitching are three of the most important elements of a handbag, so close-up shots that can capture these elements are a must-have for ecommerce.
Try to showcase the grain of the leather, any engravings and special linings that might otherwise be hard to see in a lifestyle shot. Patent leather may require cleaning with a wet cloth before shooting, whereas soft suede can easily pick up fluff and hairs so we recommend treating with a compressed gas duster can before a close-up.
Ecommerce photography for this category should always highlight a bag's intention. For example, if you're shooting a tote that customers can wear to the office, take shots with a laptop being placed inside the handbag so customers can see the context.
Let your photographs tell a story and take customers on a visual journey. Don't forget to ensure all bags are sufficiently stuffed with tissue paper or bubble wrap too so that customers can see how the material fairs when things are placed inside.
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A static image of a pair of shoes can't capture how it looks and feels to truly move in a design, so dynamic photos are key for this category. It's important to try and capture as many in-action moments as you can, even if you aren't photographing a sneaker.
Does the silhouette stretch in at any part of the foot when steps are taken? Dynamic photos will make this obvious to customers so they can make the most appropriate purchase.
Be sure to take lots of close-up shots of every element of your footwear, from the laces and straps to the toe. Highlighting unique features will make your product much more desirable to customers and can showcase brand signatures like colored soles or small logo details.
You may even want to consider using a soft focus lens to create a blur effect on everything but the particular feature you are trying to showcase.
A flat lay is a birdseye view shot taken from above and is very effective for footwear photography as it shows shoes from the same angle as if a customer were to look down at their feet.
Play around with different flat lay techniques to add creativity to your ecommerce photography. A flat lay with one shoe shot upright and another on its side will give customers multiple views of a design in one shot. Alternatively, try shooting multiple pairs of the same shoe style in a flat lay together for a more editorial look.
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When it comes to jewelry ecommerce photography, macro shots should be your go-to to capture delicate, small details on earrings, rings and necklaces.
These will give your customers the chance to examine intricate elements as if they were picking them up the jewelry pieces in person. Alternatively, images that offer customers a zoom ability will allow them to see how a jewelry design looks from far away as well as up close.
Metals are known for their ability to bounce light, so when shooting jewelry take care to use soft light for the best chance of reducing reflections and enhancing the natural shine of the pieces. Softboxes or umbrellas are the ideal equipment to assist you with this task as they diffuse light, bringing out detailing without creating harsh shadows.
Alongside macro shots, try to shoot jewelry pieces on models too. This is the easiest way to showcase the scale and size of the designs. Shooting on models also allows you to contextualize the pieces.
You can use outfits and props to convey the mood of a jewelry collection - sleek silhouettes and graphic shapes can help to sell a modern design, while floral arrangements and a silk dress can instantly bring an engagement ring photoshoot to life.
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Whether it's socks, belts or gloves you're photographing, a wide variety of shots is essential for this category. A mix of model and flat lay photos offers customers a range of images so they can see how an accessory looks in person as well as hanging in their wardrobe.
Flat lays can also be a great chance to showcase how giftable accessories can be. A neatly folded hat and scarf shot together not only looks appealing but immediately makes customers think of gift ideas.
While traditionally used for clothing, ghost mannequin shots are also great for showcasing accessories like hats and scarves.
They give customers an idea of what a product might look like on them but don't feature models which can sometimes detract attention from the product itself. When styling accessories on a ghost mannequin use pins to strategically hold styles in place for the most flattering finish.
Careful consideration should be given to the background you choose to shoot your accessories against. Anything too bright may wash out the appearance of brightly colored pieces, while anything too dark could be a harsh contrast against lighter-colored accessories.
An off-white or very light gray is usually the preferred choice for shooting accessories, as it allows the colors of your pieces to stand out and isn't too distracting.
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Use action shots to highlight the efficacy of performancewear like leggings. Photographs featuring models exercising or moving in a way that the garment helps facilitate is key. A shot of a model running in a sports jacket for example can signal to a customer that the product not only helps with the act of running itself but also makes it more aesthetically appealing.
Association is a powerful tool and by shooting sportswear against an outdoor background you can immediately create connotations of a healthy, active lifestyle in your customers' minds. The more natural the setting the better, think of mountains, fields and lakes - anything that helps your customers to imagine themselves breathing in fresh air and feeling fit while wearing your clothes.
Size inclusivity is becoming increasingly important across the fashion industry, especially in the activewear sector. You can ensure your ecommerce photography is compliant with this trend by hiring a diverse range of models to showcase your clothing. Shooting a collection of varying body shapes, sizes and abilities will ensure that you appeal to a broad range of customers.
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To truly emphasize the fabric stretch capabilities of your swimwear and loungewear products, it's important to shoot models in appropriate poses that highlight this. Think about the shapes a body would naturally make in the clothes and try to get your models to recreate them.
If you're shooting swimwear or loungewear on location, select your surroundings carefully to set the tone that's appropriate for your brand. A brightly colored bikini will pop on the beaches of Miami and create connotations of vacations in a customer's mind, whereas cozy loungewear can appear even more comfortable when photographed inside a warm-looking winter cabin.
For swimwear and loungewear flatlays, experiment with complementary colored backgrounds and contrasting textures to make your products pop. Not only will they make your products look more appealing to customers, but they'll also create more of an impact if reused on social media.
No matter what category you are photographing, remember above all else that your images should be consistent across all categories. Your brand should keep its visual identity strong in every ecommerce image you have and editing must remain uniform too. A consistent aesthetic will help make your brand instantly recognizable to customers.
Now that you understand the different photographic strategies that each ecommerce category requires, it's essential that you carefully plan and invest in quality photography to help enhance your online sales.
If you're looking to save on time and increase your orders, JOOR Studio Services is the perfect solution. Our mobile unit brings the studio to you, making high-quality digital asset production easy, efficient and cost-effective. And, most importantly, our photography delivers results—2024 JOOR transaction data shows that styles with assets shot by JOOR Studio Services have 78% higher units ordered than styles with brand-provided assets.
We can deliver 2D images including flatlay, on model and ghost mannequin, as well as 360° rotating imagery and video, complete with all retouching needs. Assets are immediately available on JOOR through our seamless integration and are yours to use across your e-commerce site, social media, and more.
To learn more about setting up a JOOR Studio Services shoot at your showroom or preferred location, talk with our team or request a demo today.
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