Hiring a Creative
The adage “You get what you pay for,” may be old, but it’s one that continues to prove itself true. Over the course of my time as a consultant, I’ve spoken with several designers, marketing directors and brand owners who either have no budget to put towards creating professional marketing materials or prefer to trade for those services rather than pay for a professional shoot. At a time when visual identity and images for website and media are so critical to brands, paying for seasonal shoots ensures not only that you get images with usage rights, but that your brand values and DNA are concepted into the project from the beginning.
I realize that this is a bit of a touchy subject, because when you’re strapped for cash and working with limited funds, obviously priorities need to be met first - things like materials, website expenses, overhead, etc. Everyone has a budget, and that needs to be respected to meet your bottom line, but if you want to drive sales, expand reach, and establish relevance, then budgeting for a seasonal shoot is must.
My most successful clients know when to ask for help, whether it’s to hire assistants to manage the design and production of their collections, a merchandiser to round out their line, team up with a showroom, or produce top-notch lookbook and advertising materials. They realize that trying to run every aspect of their business alone is, in fact, actually costing them business. Understanding that hiring industry professionals to either work in-house or consult consistently for the brand allows them to work on their business – not just in it.
The problem with using free service trades is that you’re getting the talent that’s willing to do a job for free – which is not necessarily the people you need to execute a vision for your brand. The production value and art direction may not be appropriate, the photographer may not really have the right aesthetic, the model may not have the ideal look, and there could even be usage issues down the road depending on how long you plan to use the images. Bottom line: You’re comprising your vision and your brand’s image, which potentially could damage your business – or at the very least – limit its growth.
We all know fashion is about appearances. So, it stands to reason that lines with thorough branding and professional materials have a better chance of being picked up by stores and covered by the press. Both buyers and editors want to know a brand is in it for the long haul; investing money in people who can help to develop these areas while maintaining a clear, concise vision for your line will always give you an edge over competitors. Remember, no designer creates alone; everyone needs to collaborate with other industry professionals to help them achieve success.
Image by Novac Vitali / Shutterstock
