패션브랜드 창업, 돈 벌려면 이대로만하세요 (런칭 룩북 마케팅)

Summary

In this insightful conversation, fashion photographer Oh Sang-gyun shares valuable insights into the world of branding, content creation, and photography. He emphasizes the importance of communication with the 'MG generation,' the need for internal team collaboration, and the role of quality and quantity in content production. Oh highlights the crucial balance between creative direction and efficient production, including tips on managing photoshoots, model selection, and working with stylists. His approach focuses on strategic planning, adaptability, and ensuring brands stay true to their vision while efficiently engaging their audiences.

Takeaways

• 😀 Successful brands excel in communication and reflect the opinions of young employees, leading to efficient system management and trend absorption.
• 😀 For a brand to succeed, it's important to set up systems that allow directors to focus on their vision while outsourcing tasks like design and marketing.
• 😀 Consistency in content creation is key for a brand's success. Regular exposure to consumers through frequent and high-quality content is essential.
• 😀 Solid planning and thorough preparation are crucial for successful photoshoots, including managing expectations around delivery of products, models, and schedules.
• 😀 Models' portfolios, including professional photos or fitting videos, are vital in selecting the right talent for photoshoots, ensuring good fit and suitability for the brand's visual goals.
• 😀 It is necessary to have a structured, time-efficient shoot, including dividing the shoot into segments to ensure smooth transitions and high-quality results.
• 😀 The environment in which a photoshoot takes place is vital. Clean, well-organized spaces ensure smoother operations and better final outcomes.
• 😀 Outdoor photoshoots require careful planning, from route management to weather considerations, to avoid time loss and maximize efficiency.
• 😀 The key to effective collaboration in a brand’s production process lies in having team members who can communicate well and understand the brand’s vision.
• 😀 A stylist’s role goes beyond just selecting clothing; it involves full coordination, from purchasing and styling to returning products, and should not be overlooked in brand planning.

Q & A

What makes a brand successful compared to a failing brand?

A successful brand is one that communicates effectively with its target audience, adapts to trends, and reflects the opinions of its team, especially younger employees. It can absorb trends and stay ahead by focusing on emotional storytelling and strong visual identity.

Why is it important to reflect the opinions of internal team members in a brand’s development?

Internal team members, particularly younger employees, offer fresh perspectives and innovative ideas. Brands that involve their teams in decision-making are better equipped to adapt to trends, improve creativity, and align the brand’s vision with what resonates with consumers.

What role does outsourcing play in the success of a fashion brand?

Outsourcing allows fashion brands to delegate tasks like photography, design, and marketing to specialists, which frees up the brand director to focus on the creative and emotional aspects. A well-organized outsourcing system can streamline production and lead to smoother brand management.

How can brands maintain the balance between content quality and quantity?

Brands should divide their budget to create a system that produces content regularly without compromising quality. Strategic planning and hiring skilled professionals at reasonable costs are key to achieving both high quality and high quantity in content production.

What is the importance of preparing thoroughly before a photoshoot?

Thorough preparation ensures the shoot goes smoothly and avoids wasted time or delays. For example, planning well in advance can prevent situations where necessary clothing doesn’t arrive on time, thus saving money and preventing inefficiencies.

How can references and cue sheets improve the photoshoot process?

Providing models, photographers, and stylists with clear references and cue sheets helps streamline the photoshoot. Visual references ensure everyone is aligned with the brand’s message and creative direction, which saves time and improves the quality of the photos taken.

Why is the management of time crucial in a photoshoot?

Effective time management ensures that each shot is completed within the allotted time, allowing for sufficient adjustments, posing, and creative exploration. Scheduling breaks and time for outfit changes can prevent delays and ensure that the final images reflect the director’s vision.

How can brand directors communicate their vision effectively during photoshoots?

Brand directors can enhance their communication by being clear about their creative goals, preparing reference materials, and offering direct guidance on set. By involving all members in the process and ensuring they understand the brand's direction, directors can ensure the photoshoot aligns with their vision.

What are the key factors to consider when selecting a model for a fashion shoot?

The most important factor is the model's 'PC' (portfolio and suitability for the shoot). It’s crucial to evaluate the model's previous work and how they fit with the brand’s style. This helps ensure that the model’s presence will enhance the brand's message and resonate with the target audience.

How do hair and makeup artists contribute to the success of a photoshoot?

Hair and makeup artists play a vital role in ensuring that the model looks polished and on-brand. They also help with time management by making adjustments between outfits or scenes, and their expertise ensures the model’s look matches the shoot’s lighting and style requirements.