A lookbook is a collection of photographs used to show off the work of a particular photographer or model — or to profile a certain style or clothing line.  While the term lookbook originally meant an actual book used to show the designer’s “look” for the current season, today it doesn’t have to be a book.  Their online form, especially in the fashion world, is often a blog rich in photographs.

This concept can be adapted in many ways as a great way to promote whatever “look” represents your store’s brand. You can also highlight the latest in design trends that you’re featuring in your shop.

How can your store make use of the lookbook idea?  Digital photography makes it easy, and inexpensive, to put together a collection of photos that represent the visual concept of the goods in your store.  You can post them together on your web site, or on your Facebook page.

And wouldn’t it be fun to do a collage of these photos for use as a postcard mailer, or a poster to use in a display?  You can also make actual books quickly and inexpensively by uploading your images to a site such as iPhoto, Mixbook or Shutterfly.  These can be used to show customers decorative arrangements of the items you sell, and also innovative ideas for their use.

We have made several “lookbooks” of photos from special happenings in our store, and these serve as reminders to us of the most important features of the event — and remind customers and staff of the fun we had.

The lookbook idea would work well for creative sales reps who want to show off the best items from all the lines they carry. Instead of asking a buyer to page through dozens of catalogues, you could start your meeting with a quick browse through the lookbook (which could be a three-ring binder, for flexibility) for a quick introduction to all you have to offer. The buyer could then indicate which lines were most of interest.

We live in a visual age, which makes the lookbook a tempting tool for retailers both inside and outside the fashion industry. Can you think of a way to make it work for you?

Happy Retailing,

Carol “Orange” Schroeder