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We spoke about seasonal look books as a daily definition back in March, but I want to go more in depth with ideas for the theme to create a more attractive and memorable look book, which would most likely leave you with more orders…making your clothing business money.

As far as look books go I didn’t really make much use of them at trade shows, minus a few times. Most brands made use of line sheets and actual look books were hardly used. Mainly because a line sheets have everything you need to communicate to a buyer: Styles with numbers (sketch or graphic), color & fabric information, minimums, and seasons. I guess it depends on what segment of the fashion industry that your line operates in if books are used over line sheets.

Out of all the look books that I have seen the ones that I remember were original, creative, and caught my eye. Some were expensive, some cheap, and some were a great investment. First let’s talk about if you should or should you not use a look book?

Most clothing companies that are fairly new seem to think it is a necessity to have a look book, but in my opinion I think that’s not true…especially in the early stages. I’ve made contact with plenty of brands and they haven’t made much use of a look book other than for online use. Considering the fact that when shopping online consumers cannot actually try on the garment themselves a look book is a great way to let them see how aesthetically pleasing the garment is on the human body (The appearance and fit are important to consumers). So I would say the ultimate decision is up to you.

I have seen some pretty off the wall look books, but some of the ones that really garnered attention were the ones that didn’t look like traditional books at all. One of the better ones I remember is from a clothing line (I’m not sure if they are still in business or what?) named Eklectic Genes, which was founded by designer Don Mahmood in 2001. Their look book was in the form of a magazine. On the front was the founder/designer with highlights from what was inside the magazine. Ads were in the magazine, but all were of the brand creatively placed with other competing brands, but the guy/girl wearing the Eklectic Genes brand stood out amongst the crowd. Throughout the magazine models were fully clothed in the clothing brand featuring their spring/summer 2005 offering with the side of pages displaying alternate colors and size information. Even the back of the look book/magazine had the gallery section where they displayed pictures of celebrities wearing their clothing in everyday events just like a magazine would display in the final pages. Not saying what they did is easy to replicate or cheap, but it is definitely worth it. Oh did I mention that you could actually take a copy with you FREE….so they were probably receiving orders weeks after the trade show was over. Plus the pass along rate of magazines is what makes them such good advertising space, so I’m pretty sure buyers pass them along to their friends for their viewing pleasure.

Another look book that I still remember to this day, was of celebrities wearing the clothing or trendsetters in the brand in a look book format. Now I know everybody want have the necessary connections or neither the financing to fund this kind of project, but if at all possible please do. It let’s the buyer know that you have a well-known brand and consumers will definitely be familiar with it, because well known figures endorse it or wear it on a daily. It was a look book that kind of reminded me of the Lrg clothing ads in magazines (With the different famous figures that cover all cultural boundaries) except for in seasonal offerings in a book format constructed in a binder.

Now if celebrities and constructing a magazine are not in your range…than don’t count a look book out just yet. I know for a fact that if you have a digital camera and a little imagination a look book can be created on a bootstrap budget. All you need is friends, a digital camera, and a computer. You do not I repeat you do not have to have professional models for you look book if you haven’t noticed most independent and even large brands use employess or friends to model their clothes. I know for a fact that majority of the models used in the Five Four Clothing ad campaign are just everyday friends of the owners and The Hundreds Clothing brands used employees and the actual owners were in the last look book I seen. So creating a look book can be a matter of money, or creativity whatever it is don’t let either hold you back from the success of your clothing line.

How many of you make use of look books in your seasonal offerings? Are look books essential to your brands success?

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