It’s 2017, so it’s no surprise that the fashion industry has fully embraced the “digital” world. Ecommerce websites are now the norm while digital catalogs and shoppable lookbooks play a significant role in generating revenue for fashion labels. However, the majority of fashion designers agree that viewing a piece of clothing on your phone or computer screen will never replace the utilitarian nature of a beautifully crafted lookbook.
The lookbook is a timeless resource for the fashion industry. It is primarily used to introduce new seasonal lines to the public (retail buyers, fashion editors, bloggers, consumers, etc.). Designers typically use two types of lookbooks to market their labels: one captures the mood of the label and the inspiration behind a new collection while the other showcases the products in a more traditional way, helping a potential buyer or writer determine interest.
The Inspirational Lookbook
The “inspirational” lookbook tells the story behind a collection or fashion line. It conveys the exact feeling or mood the designer intended when creating it. It’s different than a product catalog; it omits prices and lengthy product descriptions. In this format, the designer uses a series of images revolving around a single theme to show exactly how the clothes are intended to be worn and the feeling they evoke.
[Marimekko’s 2011 Lookbook]
The Traditional Lookbook
The “traditional” lookbook presents the line in a uniform setting, allowing the viewer to see the pieces up close and in detail. It may include a few key prices and product info, but the focus is on the look and “feel” of the line. This type of lookbook is the first step towards engaging a potential buyer and setting up an in-person meeting. For new designers looking to break into the industry, the traditional lookbook is a great place to start. And with Fashion Week approaching, now is the time to get yours into the right hands. This helps buyers, editors and fashionistas plan their Fashion Week schedule in advance.
[CeCe’s Summer 2016 Brand Guide]
Clearly, the lookbook is a versatile tool every fashion brand needs in its marketing toolbox. No matter how you plan to use it, quality is the first element to consider when planning your lookbook. There’s no doubt about it: a poorly produced lookbook will get thrown in the trash. Unprofessional photos or shoddy design will cost you big time. That’s where we come in. We’ve been producing lookbooks for the fashion world for years and now we want to help you with yours. Shoot us an email or contact us through our site and let’s get to work.