How often do your customers stand in front of one of your displays, trying on endless pairs of sunglasses while they look in a small mirror? Mirrors are great, but they don't always do your customers justice. And if you sell exclusively online, the whole mirror thing is out the window. Enter the lookbook.
Also known as visual lookbooks, a lookbook can make all the difference in the world when trying to sell sunglasses to customers struggling to make a decision. We don't have much call for them as wholesalers, but if lookbooks helped us sell more bulk sunglasses at wholesale prices, we would utilize them.
Lookbooks Are Curated Collections
A visual lookbook is a curated collection of high-quality photographs designed to show off sunglasses being worn on real faces customers can identify with. Some photographs may contain a bit of text, but text is kept to a minimum.
The lookbook concept is not limited to sunglasses alone. It is utilized throughout the fashion industry to showcase everything from dresses to suits to shoes and accessories. Lookbooks are especially helpful in the eyewear sector because it's so hard for people to imagine what a pair of sunglasses might look like on their own faces.
Key Lookbook Features
Although we do not use lookbooks per se, some of the key features that go into lookbook design are implemented here on our website. We have discovered that the features help us convey the right messaging about wholesale designer sunglasses. Here are the lookbook's key features:
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Imagery – A lookbook should tell a story. Its focus should be on artistic imagery rather than product details.
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Completeness – Lookbooks tend to present more complete looks by presenting an image that includes multiple influences. Think of a headshot showing both sunglasses and additional jewelry choices.
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Connection – A good lookbook photo creates a connection between seller and buyer. The stronger the emotional connection, the stronger the brand's narrative.
Lookbooks are generally available in both printed and digital formats. Digital lookbooks have the advantage of being animated, interactive, and clickable.
How They Help Retailers Sell
Now that you know what a lookbook is, perhaps you're wondering how it can help you as a retailer. What can a lookbook do to increase your sales?
First, note that the lookbook is one of the most effective marketing tools in the fashion industry. It is used extensively throughout the eyewear space because customers respond to it. Think about it:
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Inspiration – Showing sunglasses on different faces and in images that depict different scenarios, lookbooks can inspire consumers to shop for products that meet their particular definitions of style.
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Brand – Lookbooks create a visual storyboard for the brand utilizing them. Doing so helps differentiate a brand within a crowded market so that it stands out to consumers.
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Engagement – Digital lookbooks that include interactive features drive engagement. Engaged customers are more likely to purchase.
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Promotion – Digital lookbooks are much easier to compile and distribute, making them effective marketing tools for special promotions.
Here is the bottom line: the lookbook presents sunglasses in an aspirational, styled format that connects with customers in a very meaningful way. A lookbook helps a customer see what a brand or individual pair of sunglasses looks like out in the real world.
As a leading wholesaler of fashion designer sunglasses, we believe in the power of the lookbook to drive sales. If you are not yet using lookbooks to engage with your customers, why not dive in and give them a shot? You might be pleasantly surprised by the positive impact they have on sales.
