WHAT’S THE PHOTOGRAPHIC CONNECTION BETWEEN IMAGING -FASHION
- BRANDING?
An English Lord once said to Chanel “Marry me and become a Lady”. After thinking
about this offer, Chanel then answered “My Lord, There are many Ladies in the
world, but only one of Chanel! Unfortunately, because of this reason I have
to refuse your proposal”. The grand name Chanel so engraved into the Fashion
world today, taught us this with this particular experience in his life, that
‘First of all, everything is dependant on branding’
An undeniable fact is that Fashion changes year by year, therefore every consumption
and change of Trend, Is in parallel consumed and changed within photography.
In today’s marketing communication, the importance of a successful photograph
is highlighted even more so.
We should now all accept this fact that, the art of photography is a difficult
art, which needs the utmost dedication. Photo shoots needs; Imagination, Professionalism,
ability and technical knowledge.
A photograph; is an image which should fully explain itself and must not be
boring. Also a photograph should capture first the eye and then from imagination,
capture the heart of the viewer. Then once viewer feels they have been visually
stimulated, they should then be able to reach to their pockets and pay with
a clear conscious.
If a photographer who wants to achieve this, uses practical techniques then
they ‘an artist’, If they use practical techniques alongside using their head
to achieve results then they are ‘masters’ at their work. If they use all these
things together then they produce art.
Don’t forget today, Digital cameras can easily take photographs, but its unfortunate
that the fact that, anyone who can write is not a writer, as is anyone who can
take photos is not a photographer.
The process of a fashion house becoming a brand and entering new markets, requires
the correct choice of a fashion photographer as this very important in terms
of image and presentation.
The importance of Styling, make up, accessories and location is in par with
the correct choice of fashion photographer. Of course, alongside all of these
important points, they way the model carries the product, the way the model
expresses themselves is the photo models most important attribute and is of
high importance for the success of a photograph.
Also, a customer who knows what they want, and identifies their needs, alongside
a professional and disciplined team, are key factors in the production of a
successful photograph. Another factor, which determines the quality of the production,
is budget. In our country, the reason why photographs are not as creative as
in the rest of Europe is because of the budget reserved for such productions
are not enough.
Companies who take Branding seriously and do not cut down on the budget needed,
allow the photographers to produce quality productions, which then produces
the results wanted and justifies the importance of the photographer.
The founder and director Marc Gobe of one of the worlds best Branding, image
and creative companies Desgrippes Gobe Group had said in the ‘Brand 2003’ conference
‘Turkey has understood the importance of branding, but has not yet applied the
appropriate steps to achieve this. The most outstanding sentence which emerged
from the conference was’ The most effective ammunition for a brand is it’s packaging’.
So, what is actually meant by this is that no matter how big a firm you are,
if your packaging or image isn’t effective then your business plan will equally
not be as effective.
I hope the most beautiful
moments in your life are captured with the most beautiful photographs.
Regards
Tacettin Ulas / Istanbul
Advertising Photographer / January 2008