Evolving PDP Content Creation: Adapting to Changing Consumer Expectations
Whilst the era of Covid was incredibly challenging for In-House Studios, it created opportunity to rethink the Content Creation process.
The creative output and pdp content created in this period changed more from necessity, not from new Brand Creative guidelines. But these challenges led to innovation.
Navigating Changes in Content Creation
In many cases what happened next was a remarkable relaxation of brand curation. Models photographed product at home, content was created ad hoc on smartphones, in-house teams produced imagery wherever and however they could.
For a brief period of time, ecommerce production process was able to pivot into something nimble, creative and with a focus on user engagement. The pdp model lost its identikit feel with a direct shift to embrace community and create authentic content.
The Shift Towards Authenticity in PDP Content
Boredom and lockdown created a customer base craving engagement. It would be hard to find a period in ecommerce where brands and customer became more connected than during the pandemic. This new relationship was visibly represented in the diverse PDP content of many apparel brands. The high sales allowed risk taking and creative freedom.
But almost without exception, fashion brands and in-house studios have moved away from that journey. This return to risk free imagery has gone hand in hand with a post Covid sales crash.
Pink Midi dress PDP image from 24 unique brand websites
The images above are from the PDP content of 24 different brand websites, using a basic search term (or closest equivalent) for Pink Midi Dress. The image presented above is the first model shot shown on the PDP by each brand.
Addressing the Persistence of Traditional PDP Imagery
Covid era aside, PDP image content, has barely changed in Creative Direction since 2014. Although progress has been made with model diversity and retouching standards.
With the exception of some excursions into 360* video, or the occasional appearance of a coloured backdrop, PDP retains its basic formula. A posed model, simple hair and makeup, minimal sense of movement, all shot on a white backdrop with a white floor. Lit by a mix of dominant front light, and overhead or back lights to enable easy image clean up in Post.
Balancing Efficiency and Creativity in Content Creation
The main factors that drive most in-house PDP content creation are cost and speed and a desire to drive efficiencies in Post Production, ie clipping background, floor clean up and drop shadow addition.
Its understandable super high volume studios will want to use this generic style of imagery, it easy to scale, suffers no seasonal impact and poses no challenges in briefing teams.
“It could be argued that post production companies have had more impact on image aesthetics for PDP than brand Creative have. ”
Exploring Future Trends in PDP Content Development
But does it resonate with the customer in 2024? Sales are challenging, brands have vast surplus and a growing customer disconnect. Is it the right business model driving two content creation paths? A creative and unique briefing approach for social (engaging emotional relatable imagery), and one route for all the PDP with product indistinguishable from the competition.
Embracing Innovation in Content Creation Strategies
What does the future of PDP look like? In terms of Virtual Production, AI concepts, LED lighting and creating responsive Studio Design, there is real opportunity for elevating brand story. Which brands will take that leap and begin to experiment with the PDP content, and not just leave the industry growth to a few outliers?
Discover how Studio Workflow, industry leaders in content creation solutions, can help elevate your brand's PDP content and engage modern consumers. Contact us.