Retail Photography at Zegna by Gerry O’Leary
Photographing retail spaces, such as high-end fashion houses, can pose challenges. Tight confines or expansive design elements may be difficult to capture without an expert retail photographer.
The number one aim of retail photography is to entice viewers to visit a store in person. Therefore, it’s my job to craft visuals that lure them in, combining the elements of design and the retail experience that let them imagine themselves there and leave them yearning to shop in your store. The composition in retail photography is equally significant to architectural photography shoots, though the story may be different.
Before Your Retail Photography Shoot
In order to get the best results from your retail photography shoot, I would advise the following:
- Consult with marketing and your visual merchandise team (if you have one) to ensure that you have the brand guidelines in advance of the photoshoot.
- Gather images and links to galleries from other stores under your brand to give the photographer and idea of the look and feel of the identity.
- Book a recce with the photographer to let them visit the store and anticipate what challenges might arise in that space. For instance, sometimes there are tight corners to navigate, or I might advise that a display is moved for the shoot because it could date the images. Remember that the camera doesn’t ‘see’ the same as the human eye, so I might need to consider different angles or rearrange some elements to provide an attractive representation through the lens.
- Agree on a list of images required. I can advise on which images are the most important for your website and promotional materials.
Things to Remember About Retail Photography
Depending on the size of your store, it may take anywhere from four hours to a few days to capture the right images for your brand. It’s important to discuss this with the photographer in advance.
If you have a particular campaign or timeline when the photos are required, you should let the photographer know in advance. The shoot will need to be at least one month before you need the images, as they may need editing in post-production.
Dubai Mall Retail Photography by Gerry O’Leary
From photographing the world’s largest malls to shooting for high end fashion brands, I understand how to compose stories and align with brand standards. My client list includes names such as Cartier, Dior and Dubai Mall, who appreciate the value of retail photography and how it elevates the customer experience.
You can read more on why you need retail photography and how professional photography works for your brand here.
As a Dubai-based retail photographer, my images appear on websites, in magazines, brochures and sales collateral. If you wish to elevate your retail store with expert photography, please get in touch.
