N Brown to use interactive photo tech to boost online sales

By

Barbara Santamaria

Published
Jan 30, 2019

The owner of online clothing retailers including JD Williams and Simply Be has opened a new high-tech photo studio at its headquarters in Manchester.

The new photo booths will help improve N Brown's online experience and boost sales by introducing different types of product shots and reducing the time it takes to get products ready for online to hours instead of days.

In total, N Brown’s new photo studio has five booths, which use Hyphen Interactive Live Photo (HILP) technology to deliver stills, model moving assets, 360 spins and stop/start motion within minutes.

It is the largest HILP studio in the world, and the first by a UK retailer.

In addition to delivering web-ready images quickly, the high-tech photo solution also promises product quality and colour consistency across model and still life studio shots.

“This is an exciting step forward in our ecommerce capabilities. We now have the ability to offer products to our customers quicker than ever before and can provide improved visuals with 360 and HILP motion product assets to further improve our customers’ experience,” commented Ralph Tucker, chief product and supply officer.

Many brands are trying to speed up their processes to compete with retail giants such as Zara and Asos, which take less than eight weeks to get a product from concept to sale.

Last year, the government launched an inquiry to examine the environmental and social impact of fast-fashion retailers in the UK, blaming the industry’s low prices and poor quality for the country’s throwaway culture.