Product Photography: Mannequin photos in email creative
Low cost in-house photo studios, compromising of a white backdrop and mannequin abound. While this is great for e-commerce sites, there is scepticism over using the same product photos in your email creative.
"I don't have the images to send email campaigns, only what's on my site" is a comment I hear often.
Not being able to afford lifestyle photos like Saks or Nordstrom, many retailers choose not to send out newsletters. To reassure and inspire, below is a collection of nine newsletters featuring clothing on a mannequin.
Burberry: {view email here}
I used the same layout myself in this email, using photos I took. The shadow on the floor, and gradient background are added in Photoshop. I always clone out wrist and shoulder joints if they're showing, and color correct the mannequin so its 100% gray-scale.
Intermix Lust: {view email here}
In spite of a total disregard for best practices, Intermix newsletters perform extremely well. The collage layout, in the style of a fashion magazine is mirrored in brands like Shop Intuition, Who What Wear and Kitson. Most of these stores have new merchandise coming in daily, and do their apparel photography in-house.
Barney's: {view email here}
In contrast to Intermix, I like the lack of color and clean design of Barney's newsletter. Where Intermix is feminine, Barney's is androgynous.
Forzieri: {view email here}
It appears a ghost is wearing the clothing, and you can see through to the label in back. It's a very nice effect - though a pain in the butt to achieve in high volume. They also edited in a floor and wall, creating a nice ambiance. Check out the Forzieri website, its very stylish with great product photography.
Anthropologie: {view email here}
Your mannequin should compliment your brand. This vintage style dress form, used by Anthropologie clearly works with the clothing. Leaving in the shadow on the floor, is always a nice touch with a full length mannequin shot.
Ron Herman: {view email here}
Ron Herman regularly send out newsletters featuring a dress form. Again it works with their casual, retro brand.
Steven-Alan: {view email here}
Steven-Alan have a similar look to the sparse Barney's and Jake designs. I like how they accessorize their apparel shots.
Crewcuts: {view email here}
Crewcuts use these shots on their website to highlight each category. Its always more interesting to see whole outfits rather than a single item.
Jake: {view email here}
Its worth spending a little money on a quality mannequin or dress form. The natural pose of the Jake mannequin elevates these photos. They can cost around $1,000 new.
I bought a used mannequin from Rubens Display and a couple on ebay for around $200-$400 each, but its hit and miss. For a new mannequin check out Goldsmith, its were Bluefly purchased theirs. I hate mannequins with heads - as you can see from my portfolio - but that's just my taste!