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Creating your Lookbook for your brand: steps and benefits.
Introduction to the lookbook concept
One Lookbook is essentially a collection of photographs compiled to show a model, style, or clothing collection. It is used to inspire the customer and to give them ideas for looks to replicate or buy.
A lookbook also makes it possible to stage products on a shelf or in a merchandising department. This is a very important gain for a merchant who must regularly present his products.
Find out how create your Lookbook quickly from the SolidPepper PIM system.
History of the lookbook
Originally used by designers to present their new collections to buyers during private meetings, lookbooks have developed to become a powerful marketing tool and an art in itself.
The use of PIM (product information management) or DAM (digital asset management) simplifies their creation. These systems allow quick organization and access to product images and information, thus facilitating the updating and personalization of these fashion moodboards.
Using its automatic layout generator, your lookbooks will be created in a few minutes, 100% automated.
The different types of lookbooks: printed, digital and interactive
The prints
These printed versions, often created from PIM solutions like the one offered by SolidPepper, allow product data to be automatically transformed into elegant catalogs using Adobe InDesign.
This process uses customizable templates, called Template in English, which capture and reflect brand identity. Advanced layouts automatically adjust to technical product details, making it easy to create professional and consistent publications.
Adobe InDesign is used to create templates and read the final result for possible manual editing.
Solidpepper also offers an alternative to Adobe InDesign, namely a SolidDesigner that allows you to create your creations directly online, very comparable to Canva without going through Indesign. Much nicer and above all easy to use.
The purpose of printed lookbooks is to leave a copy for the customer or to offer the merchant a source of inspiration for merchandising.
The digital ones
These portfolio notebooks offer wider accessibility and distribution thanks to their electronic format. They can be viewed on a variety of devices, such as computers, tablets, or smartphones, allowing immediate interaction with the consumer.
These versions are easily updated, allowing brands to keep their content up to date with the latest collections and to react quickly to market trends.
The interactive
These books push the boundaries of traditional formats by integrating multimedia elements such as videos, animations, and clickable links that enrich theuser experience.
They engage consumers dynamically, offering more immersive shopping experiences.
The hyperlinks embedded in the document lead the user directly to the product on the Internet in order to initiate a visit to your site. This click results in a high conversion rate. You can connect your own e-commerce site or the B2B Cloud Commerce module offered by Solidpepper.
Create an effective and regular lookbook
To be effective, the fashion portfolio must combine aesthetics and coherence with the theme and vision of the brand. Tools like SolidCatalogue facilitate this task by allowing automatic creation on Adobe InDesign. They incorporate the technical details of the products while respecting the identity of the brand.
It is important to optimize the generalization of the lookbook in order to be able to reproduce it effortlessly. The easier it is to do it, the more often you will do it. Ideally, one lookbook per month with one theme per collection. For example, to present your new fashion collection.
Use of lookbooks by brands
These fashion moodboards are essential for brands. They serve to highlight their collections in an inspiring and appealing way. They present products in carefully selected contexts that perfectly illustrate the essence intended by the brand. Using colors, textures, and even collages of torn magazine pieces to create a style will make a lookbook so interesting.
This staging helps to capture the attention of the target audience, facilitating engagement through visual immersion that highlights the distinctive qualities and style of the items.
Thus, these fashion portfolios not only contribute to stimulating interest in new collections, but also to strengthening and affirming the credibility of the brand among consumers.
Impact of lookbooks on fashion consumption
They play an essential role in defining fashion trends by exposing consumers to new styles and concepts.
By presenting collections in an attractive and trendy way, they directly influence buying behavior, motivating consumers to adopt the styles put forward.
This phenomenon contributes to the popularization of certain trends that, once adopted by the general public, become must-haves of the season.
Lookbooks and social media
With the rise of social networks, lookbooks have found dynamic distribution channels to reach a larger and more interactive audience.
Brands use platforms like instagram, Pinterest, and facebook to broadcast their lookbooks, allowing users to instantly see, react, and share fashion trends.
This accessibility increases consumer engagement and amplifies the Scope of collections, transforming lookbooks into essential digital marketing tools that both stimulate interest and polarize the conversation around new collections.
Future of lookbooks
The future of these fashion mood boards is marked by constant technological innovations, expanding their potential in the digital universe.
Advances such as Augmented reality offer unique immersive experiences. They allow consumers to visualize clothing in various contexts or even about themselves virtually. The visualization of staged products is very useful, for example to furnish or decorate the house. In particular, you can imagine a sofa in your own living room.
In addition, the integration ofartificial intelligence in digital lookbooks allows you to customize style recommendations based on users' preferences and purchase histories.
These developments are transforming lookbooks into even more effective marketing and sales tools, capable of adapting and responding very precisely to the expectations of modern consumers. It is no longer a gimmick, but a real sales tool that is used to project yourself and convert a prospect into a customer.
Conclusion
The Lookbook continues to be an essential tool for fashion and advertising, constantly adapting to new technologies and emerging trends to maintain its relevance and effectiveness.
As the methods of consuming visual content evolve, lookbooks are also changing, integrating interactive and multimedia features to captivate an increasingly connected audience.
This evolution ensures that lookbooks remain at the heart of brand communication strategies, by showcasing their collections in an innovative way and by responding to the changing expectations of consumers.
Since 2007, the surf brand Rip Curl has been using Solidpepper to automate its lookbook for each new season.
The famous textile brand Celio also uses the lookbook created with Solidpepper Cloud for its stores. Celio retailers are informed about what's new and how they can put Celio products on the shelves.
Solidpepper supports you in all your facilitated Lookbook creations using its PIM and DAM solutions. Request your free demo.
FAQS
What is a lookbook?
A lookbook is a carefully organized collection of photographs that highlights the latest fashion collections. Designed by the creators, it serves as a window to present new garments and accessories in an aesthetic and stylized way. The main objective is to inspire buyers and consumers, giving them insight into current trends and the artistic direction of the brand. Through these images, designers can communicate the ambiance and concept of their collection, encouraging the purchase and adoption of new styles.
How do lookbooks influence fashion?
Lookbooks play a key role in shaping future trends. By presenting clothing in an attractive way, they capture consumers' attention and guide their fashion choices. These visual presentations directly inspire and influence purchasing decisions, encouraging consumers to adopt new presented styles and trends.
What is the difference between a printed lookbook and a digital lookbook?
The printed lookbook offers a tactile experience that many appreciate and consider to be a collector's item due to its material and aesthetic quality. It is an item that can be kept, displayed, or shared. On the other hand, the digital lookbook is distinguished by its great accessibility. Available online, it can reach a large audience instantly and be updated quickly to reflect the latest collections or style adjustments, offering flexibility and responsiveness that the printed format cannot match.
How do brands use lookbooks on social media?
Brands are using social media to broadcast their lookbooks to a wider audience and interact directly with consumers in real time. The lookbook helps you visualize, imagine, and project yourself to determine if the 'look' style fits your own image.
What innovations could be anticipated in lookbooks in the future?
Innovations could include using augmented reality to virtually try on clothes, or lookbooks that can be customized by users.
