I've been keeping an eye on the online fashion retailer Everlane for some time. This company is doing it right in a lot of ways, particularly in terms of still photography and social media. Their campaign can be an inspiration for any brand looking to develop a more refined voice in their imagery. Here's what I like about what they're doing:
Optimizing their shoots and knowing their platforms:
Everlane has done a great job of getting the most out of their photoshoots. As an online fashion retailer, their bread and butter is in catalogue style photography. These pictures have to be clean and straightforward to show a potential buyer what the product looks like. Everlane makes the most of these shoots by creating additional content that can be used elsewhere. The way they edit and use the pictures reflects a deep understanding of these platforms. A clean lookbook shoot turns into a Facebook cover page when the photographer captures an image with more personality and more of an editorial approach. That same shoot turns into Instagram material when the model is shot away from the seamless backdrop with less refined light and more of a snapshot feel.
Campaigns Encouraging User Generated Content:
On Instagram, Everlane ran a campaign based on the #WhereITravel hashtag last year that was remarkably successful and culminated in a gallery show at Milk Studios here in NYC. More recently, they started a campaign based on the #myeverlane hashtag. They kicked that it off by asking contributors to take pictures of their travel gear including Everlane product. Both of these campaigns were successful because they played off ways that users are already using Instagram.
Balancing User Generated Content with Original Content:
Everlane has lots of great user generated content to choose from. This stems in part from campaigns like those described above, and also because of the elegant design of their packaging which is effective in getting customers to post their own unboxing photos. They understand the value of this sort of content, and curate user generated pictures on both Facebook (in this album) and Instagram accounts.
However, they're smart to not depend too heavily on user generated content for their owned platforms. They still lead with well produced original photography.
Where Everlane could improve:
A large part of Everlane's marketing message is about working with factories operating at the highest standards across the world. They've commissioned documentary style photography of these factories, but unfortunately, these images fall short compared to the rest of their media. For example, take a look at images from their China factory in this Facebook gallery. While I can imagine that Everlane was weary of not wanting to sugarcoat the factory conditions, they ended up too far in the opposite direction. The bleak color treatment and lack of engagement with the workers works against Everlane's message in this case.
Despite a few quibbles with specific elements of their media, for me Everlane still represents a company that is breaking ground with well executed photography that is true to the various digital platforms it lives on. Companies and agencies looking to refine what they do in this area should take note.