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Erik: What does it mean to be an art director working in retail e-commerce?
Lulu: So, for the projects that I've worked on, we try and keep things simple so that
it's easy to view and we really try and do the clothes justice. You know, we try and
present the shape, the silhouette. We try and show the texture, you know, we try and
show the style, but—you know, there's a lot of things that we're trying to get across.
But, really, it's a selling shot. So we're trying to show how many buttons it might have,
you know, if it's a boxier fit or a slim fit, or, you know, where it would—you know, the
proportions of certain things, pockets—I mean all these details, really, it's trying
to get all of that across, so that it's a fair representation for the consumer, because
you're not there, you're not able to tangibly touch things, but, you know, so we try and
show them. So brand to brand, it's different. And also
there are some more editorial elements to certain retail e-commerce sites. Some have
simpler backgrounds and they're against gray or white. And it really just—the focus is
on the clothing or the accessories. But sometimes, you know, with the more editorialized shots,
it's really about the mood.