When it comes to photography and catwalk video I encourage my clients to keep daily logs of what is happening with their direct competitors, watching for minute changes.

Doing this you may be able to use their testing to see what is working generally and what isn’t. So Watch, Listen, Research, Learn and Test – then act in knowledge.

It is important to wait before reacting in anger as it may cost you money. Your competitor may not have had success with their new initiative and it may be taken down once their testing comes to an end.

If a competitor is doing something it does not always mean it is right, or indeed right for your brand.

I know of retailers that spend heavily on model photography and catwalk video just because they are trapped in comitted term contracts with their current suppliers, not because it is delivering sales results or enhacing their brand image.

We see Leon’s comments about ASOSitis on Drapers; what pureplay retailers such as ASOS, My-Wardrobe and Net-A-Porter do for instance are doing it because it is right for them, it isn’t always the right or nessecary investment for every fashion e-commerce business.

Multi-channel retailers have the support of unique promotion from their bricks and mortar presence, so of course the online only brands tend to work that bit harder to compete and are often seen spending more money on content.

To discuss your photography and catwalk video strategy call me today on 0207 267 0700 or email lee@packshot.com.

Written by Lee Friend of Fashshot, The UK’s leading e-commerce fashion photographers