- Feb 2, 2021

The importance of lifestyle photography in country and equestrian fashion industry

Lifestyle images are often overlooked when it comes to country fashion. We're quite used to seeing products on a clean white background, with a short description regarding the fit and technical specifications.

Of course it is important to be able to see a detailed photo of a product, but does it give us all the information we need, and more importantly, is it enticing enough to buy?

Let's rewind a little - what even is lifestyle photography?

As the name suggests, it shows the products in use, in real life situations and in circumstances they are intended for.

This gives the customer an opportunity to see what the clothing looks like worn by a model, what is it paired with and how it can be used.

For example, if you're selling a waterproof coat designed for horse riding, most people will only think of it in those terms. But if you attach a few images of this coat worn by a rider on a horse, a person walking their dog in the countryside, a person hiking or cycling or... Well, there is plenty of options. But they will all add different uses to your product, show the client how this coat fits during various activities and appeal to a larger audience.

Lifestyle images can also help the customer see themselves in place of the model and imagine how they would wear / use the product you offer. They are easier to engage with and can present multiple items at once, which is a great bonus!

Lifestyle images are also a great tool for attracting your desired

audience. You sell what you show, so first establish who is your perfect customer. If you want to attract high level dressage riders, then show your products worn by a dressage rider, perhaps in a competition attire and with a beautifully turned out horse. But if you want to appeal more to an everyday rider, perhaps include images of a rider hacking out, in casual clothing. People want to see themselves in those photos and will be drawn to images that best represent their own life.

Same goes for the models you use - products shown on a 17 year old girl might not appeal to a more mature audience and vice versa, so keep your photography varied and inclusive.

Last but not least - your brand.

Investing in lifestyle photography gives you a unique opportunity to style the images to fit your brand and business. Visual media is a very effective way of attracting clients, and keeping your imagery within certain style will help you stand out and be instantly recognisable. It will also help your online presence remain looking cohesive and professional.