The power of look books to increase ecommerce fashion sales
- Caitlin McCarthy
- Mar 25
- 3 min read
Updated: Mar 28
In the competitive world of ecommerce fashion, visual appeal is crucial. High-quality look book photography helps brands showcase their unique style and stand out from the crowd.
Look book photography refers to a collection of photos that feature clothing and accessories in a lifestyle setting, serving as a portfolio for brands to market their new collections.
Whether in digital or print form, look books help establish brand identity, support wholesale and retail buyers, and drive sales by showcasing products in a styled setting.
In this article we’ll explore how this photography style can help your ecommerce brand grow:
Where to use look books
Digital vs. printed look books
Steps to create an effective look book
How to use look books to increase ecommerce sales
Look book photography is a versatile way to showcase your products with a unique brand twist. Unlike traditional flat lay or ghost mannequin photos look books place your products in an aspirational lifestyle setting that communicates the look and feel of your brand.
Marketing & promotion materials
The creativity of look book images go beyond standard brand images, making them ideal for use in marketing and promotion materials.
Think homepage banners, social media posts, in-store displays, and print media. Fashion retailers use look books to create cohesive brand campaigns around seasonal collections and new drops.
Wholesale & Retail Buyers
Look books are an invaluable resource for B2B wholesale and retail buyers.
Fashion brands use look books as a sales aid to showcase their latest collections and secure distribution deals and retail partnerships.
A survey conducted by Joor in 2023 revealed that wholesale transactions make up half of sales for 74% of fashion brands.
A brand without a look book is like a photographer without a portfolio. In order to compete, fashion retailers need to enter this space with a cohesive calling card (aka a look book).
Digital vs. printed look books
As ecommerce has taken over the fashion industry, digital look books have become increasingly popular. However traditional printed look books still hold a tangible appeal, especially for high-end brands.
Digital look books create an interactive experience
A digital look book is a collection of photos and multimedia content arranged in an online format like a PDF, magazine, or landing page. This allows customers to see collections in motion, engage with shoppable images, and explore products in a more immersive way.
Printed look books offer something tangible
While digital look books are more interactive, the novelty of printed look books create a tangible, high-end feel. Brands can distribute these to select customers to foster brand loyalty and avoid getting lost in the digital noise.
Steps to executing an effective look book
Whether you're a new designer or an established fashion brand, a look book will help you take your sales to the next level. We've broken down the process into 5 easy steps:
Define your goal: What do you want to achieve in your business? Whether you want to increase direct sales, attract retail partners, or create brand awareness, having a clear objective will guide your design and format choices.
Invest in professional photography – Unlike straightforward product shots, look books require a creative eye and experienced photography direction. To avoid wasting resources, hire a professional photographer to help you realise your creative vision and provide direction where needed.
Design for your audience – Choose layouts, colours, and styles that align with your brand and appeal to your target audience. Think about which channels you will use to reach your audience.
Make It shoppable – If creating a digital look book, integrate clickable images that link directly to product pages. For printed look books, consider adding QR codes that do the same thing.
Promote Across Channels – Distribute your look book via your website, email campaigns, social media, and direct outreach to wholesale buyers.
Looking for a full-service photography studio?
At Studio Uppix, we provide a range of creative and ecommerce photography services to help boost your brand and increase sales.
We've worked with fashion brands like Kings of Indigo and Pakkend to deliver more than just high-quality visuals, but a true creative partnership they rely on season after season.
If you're ready to up your game, reach out to us for a free quote. We'll get back to you within 48 hours.
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