Point, shoot, sell: Retail photography tips from a pro

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By Marcy Medina | for The SKUpe

Photographer Kate Jones, who splits her time between Los Angeles, New York, Miami and Bozeman, has shot for retailers including H&M, NARS and Design Within Reach. Here, she shares her secrets for capturing images that tell your story and sell your product.

How would you describe your business, and what led you to photography?

I shoot across a variety of industries, including fashion, beauty, horse racing, portraits, art and travel. The constant variety keeps my creativity sharp and my work evolving. I originally worked in the music industry, where I developed an appreciation for storytelling, energy and atmosphere. That passion eventually led me to fashion, where I discovered the power of visual storytelling through images. From there, my love of photography took hold.

What’s the key to getting great photos? 

Work with your photographer before the shoot to make sure they understand your brand story and give them space to bring their creativity to the project. Even with a straightforward e-commerce shoot, there’s always a way to find the story. Inspiration boards and a shots list are a must. If you’re shooting on a seamless background, build in time to grab some shots in a different environment, too. Extra images give you more content for your website, social media and marketing, and help tell a fuller story.

What types of images work best for retail?

I love seeing clean, clear product shots, but I’m just as drawn to images that show the product in a location or setting that reflects the brand. If you're working with a limited budget, a white wall outside can work just as well as a lighting setup on a stage. Offering a product trade or giving your photographer more creative control can be a great trade-off for budget constraints.

Any specific tips to capture the best shots?

Constantly check your images while shooting. The more you get right on-camera, the less post-production work and a quicker turnaround. I always capture a range of angles and crops so clients have a library of images they can pull from anytime. If I’m shooting a model, I have someone on set looking for loose threads, undone zippers, spots, etc. And I love a fan because it adds movement and energy.

What about social media? 

Social media should always be part of the plan. My favorite is BTS (behind-the-scenes) content, it’s a great way to give your followers a peek at the creative process, from the first idea to the product being ready to shoot.

Above: Kate Jones on set. (Courtesy Giannina Meidav)

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The SKUpe is curated and written  by Marcy Medina and edited by Bianca Prieto