The definition of visual merchandising is a marketing strategy that draws customers in by utilizing displays, technology, color, floor designs, lighting, and other components. Utilizing...
1. Know your target audience
When you design your clothing, who did you picture wearing them? Although the bottom line is that you want your clothes to sell, before creating your line sheets and lookbooks, you need to define your target audience. When you can identify your model customer, you can understand their preferences and optimize the design of your lookbooks and line sheets with those preferences in mind.
These insights guide your devices so you can tailor your content to resonate with your audience and increase sales. Your label might appeal to various people, but when you take the time to understand your ideal audience, you create more pointed and targeted designs that speak to them in a meaningful way. That translates into customer conversions.
2. Be concise and clear
Although fashion is a highly creative industry, you must have a clear and consistent message for your brand. As a result, you pave another way to optimize both line sheets and lookbooks. The focus is the clothes, which means there really is no need to introduce overwhelming visuals and clutter into your creative. You also want simple, brand-centric information that speaks to the quality of the product without losing your message.
Customers want to learn, and although visuals tell the story much faster than words, buyers need concise product descriptions, pricing, and order details. That’s where your line sheets come in. You have your lookbooks to communicate your central message through visual storytelling.
In addition, you have your line sheets to iron out the details needed to make a personalized purchase. Think of the lookbook as a more “aspirational” tool that enables customers to envision themselves wearing the clothes and the line sheet as the hard facts that drive decisions.
3. Consistency is key
Cohesive, professional line sheets and lookbooks support your brand and instill trust so customers can make confident purchase decisions. Therefore, you must ensure you use consistent copy, colors, and graphics across both marketing tools. Your information shared between these two marketing essentials feed directly into customer loyalty and reliability. Your lookbooks should have a brand-centric theme, while your line sheets should provide the backup info that confirms your brand is high quality and trustworthy.
Optimized line sheets
Along with high-quality images, product information should leave no questions unanswered with the following details:
- Style name
- Product description
- Color or pattern variations
- Garment materials and composition details
You can also provide information that helps manage customer expectations, such as:
- Delivery dates
- Item availability based on accurate real-time inventory counts
- Care instructions
- Possible order cut-off dates
- Return policy
Branding is also essential with a prominent logo and adherence to brand style guides to maintain consistent colors, fonts, taglines, etc. Consistency in the text, product descriptions, attributes, etc., is easier using a product information system (PIM). PIM provides a single source of truth, so you maintain brand uniformity across all channels fed from your line sheets.
If you don’t invest in professionally produced high-quality digital assets, your buyers will associate your brand with poor quality. Garments should be the star of the image, and each image should share a similar scale, lighting, angle, etc. to create cohesive pages that are easy to view. Details such as consistent backgrounds, limited clutter, cropping, orientation, etc., contribute to cohesion.
Context is also essential. For example, you wouldn’t have some shots taken with a white background, some in a garden and yet others in a warehouse. The lookbook tells a story that must be simple and easy to follow. Access to your digital assets via a digital asset management system (DAM) helps maintain your lookbook images. However, a PIM/DAM combo manages all your product data for text and digital assets. With a PIM/DAM system, your tailored content is easier to prepare using a central hub to optimize line sheets and lookbooks.
Pimberly’s PIM/DAM makes optimizing your line sheets and lookbooks easier. Arrange a free demo to learn how.