IMAGE REQUIRED STANDARD & GUIDELINES F O R M A R K E T P L A C E

Transcription

1 IMAGE REQUIRED STANDARD & GUIDELINES F O R M A R K E T P L A C E

2 INDEX IMAGE REQUIRED STANDARD & GUIDELINES GENERAL IMAGE REQUIREMENTS p.3 7 Rules Zalora Main Catalog Standard LIGHTING & COLOR p.8-12 Photography Setup Option 1 Studio Photography Setup Option 2 White Wall Lighting Required Standard Dos & Don ts IMMEDIATE REJECT p Click Report Immediate Don ts APPAREL DOs vs DON Ts p Required Standard Ghost Mannequin & How To Dos & Don ts Cropping BUNDLES p Do s & Don ts MODELS & POSES p Face of Zalora Models Requirement KIDS p Required Standard Ghost Mannequin Required Standard On Model Do s & Don ts PRODUCT p Photography Setup - Products Bags Shoes Jewelries Watches Sunglasses UNDERWEAR & SWIMWEAR p Female Underwear Required Standard Sheer Underwear Dos & Don ts Male Underwear Required Standard 06/2015 Image Sequence & Crop Guidelines 2

3 GENERAL IMAGE REQUIREMENTS ALL IMAGES MUST BE: portrait layout with plain background Light Grey (apparel), White (product) in JPEG format minimum 762pixel x 1100pixel and 300dpi in image size and resolution - this is to ensure image is not pixelated Size of file: 2MB max/ per file clear and not blur/pixelated - products are presented as the main focus of the image - products are presented in a neat and tidy manner does not contain any other brand s logo/name no watermarks * Images that fail to meet these requirements will automatically be suspended 06/2015 Image Sequence & Crop Guidelines 3

4 APPAREL IDEAL CATALOG THE IDEAL CATALOG The recommended guide is to ensure good quality images and consistency throughout Zalora catalog.

5 PRODUCT IDEAL CATALOG THE IDEAL CATALOG The recommended guide is to ensure good quality images and consistency throughout Zalora catalog.

6 APPAREL CLICK REPORT - BACKGROUND CLICK THROUGH RATE Report shows that images with plain background and good lighting encouraged higher click rates crucial for sales conversion 0.65% CTR > % > 0.99% CTR *Images and data comparison is based on the same brand

7 APPAREL CLICK REPORT IMAGE QUALITY CLICK THROUGH RATE Report shows that better quality images & content will strengthen average CTR crucial for sales conversion Better quality image & content includes: Model choice, hair & makeup, photography and product content details 0.43% CTR > % > 1.17% CTR *Images and data comparison is based on the same brand Back to Index

8 LIGHTING & PHOTOGRAPHY 8

9 PHOTOGRAPHY SETUP OPTION 1 (STUDIO) REQUIRED EQUIPMENTS CAMERA DSLR CAMERA mm lens Sycn-Cord or Wireless Flash Trigger LIGHTING 500W/s Monolight 2400mm Air-Cushioned Light Stand BACKGROUND 2700mm super white seamless background paper 3600mm wide background support kit 2x 62.5mm (or equivalent) thickness black styrofoam blockers GOOD TO HAVE 4x 8kg sandbags for weighing down light stand and background 9

10 PHOTOGRAPHY SETUP OPTION 2 (WHITE WALL) REQUIRED EQUIPMENTS CAMERA DSLR CAMERA mm lens BACKGROUND Clean & plain white wall with exposure to natural sunlight 2x 62.5mm (or equivalent) thickness black Styrofoam blockers 10

11 LIGHTING & COLOR REQUIRED STANDARD Studio lighting is recommended in order for product and model to be presented professionally Product and model is bright and attractive Overall image does not look dull. Model s skin tone looks healthy & radiant

12 LIGHTING & COLOR REJECT Poorly lit images do not appeal to customers Color tone is over-saturated Looks over-edited and unnatural Strong background color Dull color and lack of light makes the overall image unappealing Image looks like it is being shot using a mobile phone camera/low quality camera. Back to Index

13 IMMEDIATE REJECTS 13

14 MAIN IMAGE IMMEDIATE NO NO S WATERMARKS Absolutely no watermarks of any kind is allowed TWO MODELS One model per item (unless item is reversible, multipack, couples wear See pg. 33 SELFIES Absolutely no selfies allowed DISTORTED/ STRETCHED Images must be hi-res and not stretched or compressed when uploaded See pg. 3 LANDSCAPE Image must be in portrait and fits the frame dimensions with no white spaces around it See pg. 3

15 MAIN IMAGE IMMEDIATE NO NO S FACELESS MODEL Do not crop your model s head off for the main image, except for bottoms Only shoot with models that are suitable for Zalora and your brand See pg BRIGHT BACKGROUND Absolutely no bright colored backgrounds and walls See pg. 9 MANNEQUIN Absolutely no mannequin allowed for both apparel and products (main image) See pg SEXUALLY SUGGESTIVE IMAGES Images must be decent and fashionable Model must not appear too sexy, especially lingerie shoot MESSY PLACEMENT Products must be neatly presented Must be against a white background Must be front facing Back to Index

16 APPAREL 16

17 APPAREL REQUIRED STANDARD This is the required standard for ZALORA catalog. Model and product must be presented in a clean and tidy manner on a light grey background. Presentation of the main image is very important in order to portray your products the best on main catalog First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in tidy manner Back of apparel is shown clearly in tidy manner Suggested styling of the apparel Detail of apparel shown clearly in a tidy manner

18 APPAREL - REQUIRED STANDARD Image can be cropped to focus on the main apparel that is for sale for bottoms only Presentation of the main image is very important in order to portray your products the best on main catalog First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in tidy manner Back of apparel is shown clearly in tidy manner Suggested styling of the apparel Detail of apparel shown clearly in a tidy manner

19 OUTDOOR REJECT Main Image with scenery background that is NOT acceptable. Messy and distracting objects Other people in the background Dirty looking background Messy and unorganized background Dirty looking background Copy paste subject on background Depth of field with front object

20 GHOST MANNEQUIN HOW TO If no suitable model is available, ghost mannequin is the recommended alternative. Main image presentation is the most important as it is shown on the catalog page. Flat Lay Method should be direct top view + = Apparel should look as tidy and straight as possible. Messy wrinkles must be edited away. Apparel on model/mannequin Model/mannequin stand straight with arms stretch straight down. Image of the inner part Turn the apparel inside out if needed. Remove any tags if possible or edit it away later. Both side should look symmetrical

21 APPAREL REQUIRED STANDARD This is the required standard for non-model shots on ZALORA catalog: Product must be strictly on white background and well lit Garment s shape must be tidy, flattering and accurately presented as to how it looks like on model Example of ghost mannequin shot on flat lay method which is acceptable (refer pg.20) First image (Front) Second image (Back) Third image (Detail) Apparel is shown clearly against a white background Silhouette of the garment is flattering and well represented Back of apparel is shown clearly in tidy manner Close up of product s fabric and details

22 GHOST MANNEQUIN - REJECT If no suitable model is available, ghost mannequin is the recommended alternative. Main image presentation is the most important as it is shown on the catalog page. Untidy Ghost Mannequin On Mannequin/ Hanger Bad placement and messy shape Apparel is shot in an untidy manner The shape of the garment is not flattering Garment is cropped off Visible mannequin and hanger is not allowed Mannequin should be edited out Too much gap between the sleeves Untidy sleeves Too much folds and crinkles Missing/Cropped Products should be shown in full and frontal Mannequin silhouette should be straight and tidy

23 CROPPING DO & DON T Image cropping should show the main apparel in full. Apparel is shown clearly Apparel is cropped off, not Model and garment showcasing clearly what the should fill up 60-70% of product is on main image the full image Too much negative and unwanted space within the frame Product view is being minimized Background crop does not fit the full frame Back to Index

24 UNDERWEAR & SWIMWEAR 24

25 LINGERIE & SWIMWEAR REQUIRED STANDARD Product should be shot as ghost mannequin or flat lay especially sheer fabric and thongs Example of other lingerie Background must be white and clean set as ghost mannequin Product must be neat and in good shape First image (Front) Second image (Back) Third image (Detail) Apparel is shown clearly in tidy manner Shape of the product is good Back of apparel is shown clearly in tidy manner Detail of apparel shown clearly in a tidy manner Background must be white Product placement must be front facing and neat No decoration needed

26 LINGERIE & SWIMWEAR REQUIRED STANDARD Sheer lingerie/thong image should be shown as ghost mannequin or flat lay only Example of other sheer lingerie and thong on ghost mannequin First image (Front) Second image (Back) Fourth image (Detail) Apparel is shown clearly in a tidy manner Shape of product is good Back of apparel is shown clearly in a tidy manner Detail of apparel shown clearly in a tidy manner Extremely sexy or sheer lingerie on model will be rejected. Please shoot as ghost mannequin only

27 LINGERIE & SWIMWEAR TOP REQUIRED STANDARD Lingerie top/bra should fit model without showing too much cleavage. If product is sheer, it should be presented as ghost mannequin or flat lay Raunchy and sexually suggestive images will be rejected First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in a decent and tidy manner Back of apparel is shown clearly in a decent and tidy manner Suggested styling of lingerie Detail of apparel shown clearly in a decent and tidy manner

28 LINGERIE & SWIMWEAR BOTTOM REQUIRED STANDARD Lingerie bottom or bikini bottom can be shot on model if product is not sheer and model s pose is simple, closed and decent. If product is sheer, it should be presented as ghost mannequin or flat lay First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in a decent and tidy manner Legs are closed and slightly crossed Back of apparel is shown clearly in a tidy manner Legs are closed and slightly crossed Suggested styling of lingerie Detail of apparel shown clearly in a decent and tidy manner

29 LINGERIE & SWIMWEAR SET REQUIRED STANDARD Lingerie/Swimwear set should fit model without showing too much cleavage. If product is sheer, it should be presented as ghost mannequin or flat lay Sexually suggestive images with strong background will be rejected First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in a decent and tidy manner Back of apparel is shown clearly in a decent and tidy manner Suggested styling of the apparel Detail of apparel shown clearly in a decent and tidy manner

30 UNDERWEAR & SWIMWEAR FOR MALE Male underwear must be shown on ghost mannequin for main image Product should be presented in a tidy manner on a clean, plain background First image (Front) Second image (Back) Third image (Detail) Fourth image (Model) Ghost mannequin front view of product presented in a decent and tidy manner Ghost mannequin back view of product presented in a decent and tidy manner Close up on product detail Product on model presented in a decent and tidy manner

31 UNDERWEAR & SWIMWEAR FOR MALE Main image of product should always be ghost mannequin or flat lay Ghost mannequin of product presented in a decent and tidy manner Flat lay of product presented in a tidy manner Product on model is strictly not allowed Product on model is strictly not allowed Can be used as 3 rd or 4 th image but not as main image

32 LINGERIE & SWIMWEAR ACCEPT Lingerie must be presented in a decent, simple and neat manner. Preferably on ghost mannequin. Product on model presented in a decent manner with simple posing and neutral facial expression Product on model presented in a decent manner Neutral body language Legs are closed together Product on model presented in a decent manner Product on model presented in a decent manner with no overly exposed body parts Ghost Mannequin for sheer products Product flat lay

33 LINGERIE REJECT We will reject these main images: Product presented as shown on examples are not acceptable. Image should look decent and not seductive. Product image with descriptions Image that looks too sexy Sexy/seductive pose Sleeping pose Graphic designs on image Underwear on model More than 1 image in a frame No mannequin allowed Product flat lay that looks unorganized. Foreign object in the image Product flat lay on a busy background Poor lighting Foreign object in the image Messy ghost mannequin shot Ill shape Back to Index

34 BUNDLES 34

35 BUNDLES REQUIRED STANDARD Main image must be ghost mannequin only All products should be arranged from top left to bottom right in a diagonal angle More than 1 model and unorganized ghost mannequin will be rejected First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in a decent and tidy manner Back of apparel is shown clearly in a decent and tidy manner Suggested styling of the apparel Detail of apparel shown clearly in a decent and tidy manner Back to Index

36 MODELS & POSES 36

37 INTERNATIONAL MODEL SELECTION - DOs FEMALE MODEL ZALORA female models should represent our brand identity: INTERNATIONAL\COMMERCIAL\FASHIONABLE \APPROACHABLE Your models must appeal to the mass, with slim figure and a fashionable yet relatable look MALE MODEL ZALORA male models should represent our brand identity: MASCULINE\INTERNATIONAL\COMMERCIAL\FASHIONABLE Your models must appeal to the mass, with fit figure and considerably fashionable

38 LOCAL MODEL SELECTION DOs Chosen models are the ambassadors of Zalora and your brand. Please select models that are close to our ideal faces (refer pg. 37) FEMALE: Ideal Height: cm Ideal Size: Size S / UK 8 / Eur 34 MALE: Ideal Height: cm Ideal Size: Size M & L / 38 inches chest

39 MODEL S POSE & EXPRESSION DOs Image pose and expression should be appropriate and non-distracting. Minimal, relax and masculine pose/expression Feminine & approachable facial expression Easy movement Decent body posture and non-seductive expression Candid posture is acceptable, but it must be fashionable and approachable

40 MODEL S POSE & EXPRESSION REJECT Image with pose and expression that is NOT acceptable. Seductive poses Slouchy posture Unhappy/forceful expression Head tilted too much Dramatic poses Limbs all over the place Awkward kneeling pose Dramatic/confused expression Overexaggerated poses Selfie type of pose Unattractive pose Dramatic pose Inappropriate pose Back to Index

41 KIDS 41

42 KIDS APPAREL REQUIRED STANDARD Ghost Mannequin or Flat Lay Flat Lay on white background First image (Front) Second image (Back) Third image (Detail) Apparel is shown clearly in tidy manner Back of apparel is shown clearly in tidy manner Detail of apparel shown clearly in a tidy manner Flat Lay on designed background

43 KIDS APPAREL REQUIRED IMAGE STANDARD Kids apparels First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail) Apparel is shown clearly in tidy manner Back of apparel is shown clearly in tidy manner Suggested styling of the apparel Detail of apparel shown clearly in a tidy manner

44 KIDS APPAREL ACCEPT Ghost mannequin and suitable child model Ghost Mannequin of product presented in a clean and tidy manner. Flat lay of product presented in a clean and tidy manner Suitable model for the product presented in a clean and tidy manner. Suitable model for the product presented in a clean and tidy manner.

45 KIDS APPAREL REJECT Main image that is NOT acceptable. Busy background Sitting pose Baby sleeping pose Unappealing background Sitting pose Graphic designs on image Back to Index

46 PRODUCT 46

47 PHOTOGRAPHY SETUP PRODUCTS REQUIRED EQUIPMENTS CAMERA DSLR CAMERA 24-70mm lens 2 x 500W/s Monolight with Soft Box BACKGROUND White Table Top Solid White Backdrop White Cardboard (i.e. A2 size) - optional Transparent Acrylic Platform - optional 47

48 BAGS - REQUIRED STANDARD Main image of product should be presented in a tidy manner on a white background Front view Back view Side view Detail view First image should be frontal view of product presented in a tidy manner Second image should show the back view of product presented in a tidy manner Third image should show the side view of product presented in a tidy manner Fourth image should show the detail of product presented in a tidy manner

49 BAGS - ACCEPT Main image of product should be presented in a tidy manner on a white background. Product presented on a plain white background in a neat and tidy manner Product on a plain white background with straps presented in a neat and tidy manner Product slightly angled on a plain white background with straps presented in a neat and tidy manner

50 BAGS REJECT Main image presentation which will be rejected Product not shown clearly Product not the main focus in image Part of product is cropped Product presented in a messy way

51 SHOES REQUIRED STANDARD Main image of product should be presented in a tidy manner on a white background First image (Side) Second image (Side) Third image (Front & Top View) First image must be 90 degree and facing the right side Against clean white background Fourth image (Optional)

52 SHOES REJECT Main image presentation and angle of shoes that are NOT acceptable Angle too high/low Busy/unattractive background Too much negative space Product presented in a pair Gradient, dull looking background.

53 JEWELRIES REQUIRED STANDARD Main image of product should be presented in a tidy manner on a white background Front view Close up view Detail view Product on Model First image shows the product in a clear and tidy manner Close up of product s main feature. Detail that customers might want to see. Product on Model should be shown clearly and neatly Can be cropped

54 JEWELRIES ACCEPT Main image of product should be presented in a tidy manner on a white background. Product s main feature (usually pendent with a simple chain) on a plain white background Product on a plain white background presented in a neat and tidy manner Product on a plain white background with gradient reflection Product flat lay on a clean plain background

55 JEWELRIES REJECT Main image presentation and equipment used for jewelry placement that are NOT acceptable Non white background Foreign object in the image Product on a mannequin Scenery background Distracting background Product is not in focus

56 WATCHES REQUIRED STANDARD Main image of product should be presented in a tidy manner on a white background. Example of other watches: Pocket watch Front view Close up view Back view First image should be direct frontal view of product presented in a clean and tidy manner. Second image should side view of product presented in a clean and tidy manner. Third image should be direct back view of product presented in a clean and tidy manner. Couple watch

57 WATCHES REJECT Presentation and angle of watches that are NOT acceptable Back of product Main product look too small Double image in a frame Product cropped and doesn t fit the frame

58 PHOTOGRAPHY SETUP GLASSES REQUIRED EQUIPMENTS CAMERA DSLR CAMERA 24-70mm lens 2 x 500W/s Monolight with Soft Box BACKGROUND White Table Top Solid White Backdrop White Cardboard (i.e. A2 size) Transparent Acrylic Platform 58

59 SUNGLASSES REQUIRED STANDARD Main image of product should be presented in a tidy manner on a white background OTHER ACCEPTABLE ANGLE FOR GLASSES: Top angled view White Background Front view Close up view Detail view First image should be direct frontal view of product presented in a clean and tidy manner. Second image should be 45 degree angled view of product presented in a clean and tidy manner. Third image should be direct back view of product presented in a clean and tidy manner.

60 SUNGLASSES REJECT Main image presentation and angle of glasses that are NOT acceptable Bad background reflection on the lens Product not shown clearly Tag is still on product Dark colored background Foreign object on image Pacakaging can be shwon on the 2 nd or 3 rd image Back to Index

61 THANK YOU FOR USING IMAGE REQUIRED STANDARD & GUIDELINES F O R M A R K E T P L A C E