Five reasons why I think fashion and lifestyle brands need a strong Image Bank
In my experience, creative people tend to love physical showrooms and printed magazines as opposed to digital, probably because they are tangible and controllable ways of expressing their vision. No one wants more digital asset management or any other digital tools for that matter. However, there is no getting around globalization, digitalization, and social media. They are big mega-trends that are changing the game for the lifestyle industry and fast. Here are five reasons why I think lifestyle brands should invest in their digital showroom, asset management software, image bank or whatever its named today.
1. Those who can make or break your brand should have a flagship experience.
Brands have traditionally excelled in creating delightful experiences for their consumers; flagship stores, incredible aesthetic campaigns and glossy webshops. However for some reason, the digital red carpet is not rolled out when editors and potential retailers are trying to get their hands on content to market and sell their products. Whereas consumers only have the buying power of one, editors of big magazines might reach millions of people, and the right buyers can make or break a brand. So why are brands giving them Picasa, Google Drive or Dropbox? Why are brands then sharing assets and images with old-school folder based tools that makes you think about Microsoft Windows anno 1995? Interacting with a fashion and lifestyle brand should be a visual, branded experience, that enhances brand perception no matter what platform stakeholders visit.
2. Content production is moving from media outlets to brands
The content production done by modern lifestyle brands is no longer only the occasional press release. They are doing campaign images, product shots for e-commerce, SoMe content for their retailers and their channels. More over videos, lookbooks, catalogs, line sheets and many other “heavy” assets that are too big to attach to a regular email. The decline overall in resources for the printed press has moved content production from magazines to brands and digital influencers. Brands have evolved into big scale content producers, and the next step is taking the distribution part of that process severe equally to get those beautiful images in the hands of more influencers, editors and clients.
3. Editors and potential clients are looking at your website – and you don’t even know it
Globalization. Digitalization. A decline in resources for magazines. Those three trends are a central part of the explanation why editors don’t drop by your physical showroom anymore. Many of them live far away. They are busier than ever. So they visit your digital showroom first, and you don’t even know it. Editors would want to follow up on hearing something about your brand, and if they can get the content right then and there, the chances of getting coverage are better. Retailers are pushing advertising on their local area and material in their own Instagram. The easier access they have to your content, the better the odds are they will use it.
4. Why wrap beautiful pictures in plastic bags?
Fashion, design, beauty, and jewelry brands are making the most beautiful campaigns you can imagine. Just the right model. Just the right photographer. Nothing is left to chance. So why don’t they wrap them equally as beautiful, when they share them with the press and their clients? More often than not, they randomly are shared through tools like Google Drive, Dropbox, Wetransfer, and so forth. Wonderful tools, but do not justify the brands aesthetic. Unboxing experience has become a known concept because it matters. You wouldn’t wrap Gucci shoes in a plastic bag. A Brand Sharing Platform is a digital, visual experience, that will give credit to the beautiful images it holds.
5. Everything is tracked online
Everything that happens online leaves a footprint. The click of an email. The download of an image. Don’t you want to know who is downloading what? Who is getting your images and publishing them in their magazine? Wouldn’t your clients like to know what the press is obsessing about right now?
Your image bank, or as we like to call it, your digital showroom is a place for editors, influencers, buyers and your retailers to access your assets on the go. With the power to make or break your brand, these are the people you want to impress. So why not give them a visual experience that tells a story about your brand, just as you would in your physical showroom? Want to learn more about the VOCAST Digital Showroom. Click here.
Founder of VOCAST
When Jens is not at VOCAST, he is probably chasing his twins around trying to make them behave. Loves surfing, traveling to exotic places and sharing Steve Jobs anecdotes. Passionate about everything, and most recently making the perfect how-to-live-sustainable-while-still-enjoying-life-list.
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