What is a Digital Lookbook and How to Create One

Itzel Fonseca

6 mins read

digital lookbook, What is a Digital Lookbook and How to Create One, Awkward Styles Blog

Gone are the days of flipping through paper catalogs to find the latest fashion. In the ever-evolving digital age, customers expect to be able to find and purchase their favorite clothing items with a few clicks of the mouse. This is why a digital lookbook is perfect for any up-and-coming clothing brand looking to make their mark online.

Digital lookbooks allow customers to quickly and easily browse through products, collections, and promotions in an interactive format. It makes the shopping experience more enjoyable and encourages customers to purchase the products they’re viewing. In this article, we’ll discuss how to design and create an effective digital lookbook to make your awesome pieces stand out.

What Is a Digital Lookbook? 

digital lookbook, What is a Digital Lookbook and How to Create One, Awkward Styles Blog
Example from Envato Elements templates

But what exactly is a lookbook? Remember those fashion magazines you used to leaf through as a teen? A digital lookbook is essentially the same thing—only digital. It’s an online compilation of photos and sometimes, even moving images that showcase your clothing line. It’s an ideal way to get customers to visualize what they can look like wearing your items and make them more likely to buy.

You can also use lookbooks for promotional purposes, such as announcing a new collection or special offer. The lookbook gives customers the opportunity to explore all the items in your line and makes it easy for them to shop on the spot.

Why Create a Lookbook?

One of the top reasons to create a digital lookbook is to establish your clothing brand’s image and identity. Whether you’re selling custom women’s boyfriend shirts, tote bags, or bottoms, for sure there are many other brands out there that offer the same products—so how exactly do you stand out from the rest?

A digital lookbook is a great way to make your brand more memorable. You can use it to show your target audience the vibe and aesthetic of your clothing line—which is a huge plus when it comes to marketing. Additionally, you can use the lookbook to introduce customers to new collections and items, as well as give them a preview of upcoming pieces that they can expect from your brand.

The Difference Between a Digital Lookbook and a Catalog

But is a digital lookbook and a catalog the same thing? Not quite. While both are digital tools used to promote clothing lines, there are some distinct differences between them.

Lookbooks are more focused on marketing and promoting the brand’s image while showing off the aesthetic of the clothes. Catalogs are more product-oriented and focused on showcasing all of the available items as well as providing detailed descriptions and pricing information.

Just think of lookbooks as the more artsy and creative version of catalogs. The latter, meanwhile, is more straight-forward and direct in its approach.

What Should Be Included in a Lookbook?

digital lookbook, What is a Digital Lookbook and How to Create One, Awkward Styles Blog
Example from Envato Elements templates

Can’t wait to craft your very own lookbook? Here are some components you should consider adding to make it effective:

  1. Superb Images
  2. Outfit Mix & Match Ideas
  3. Effective copywriting
  4. Your Brand’s Aesthetic

Superb Images

It’s a “look” book after all, so make sure that you include high-quality images of your products. How your target customers perceive your clothing items is as important as the items themselves, so be sure to capture every detail in the shots.

This can include close-up shots of the fabric, pattern, and prints. You should also consider including images that feature models in the clothes to give customers a better idea of how the product looks on an actual person.

Outfit Mix & Match Ideas

One of the main goals of a lookbook is to give customers outfit ideas and inspire them to create something unique and stylish with the items you have to offer. You can provide outfit ideas to help customers visualize how they can wear your products, as well as give them a better idea of the items that go well together.

You can also include short descriptions and advice on how to pull off certain looks—such as pairing a certain top with a specific pair of bottoms or adding accessories to complete an outfit.

Effective Copywriting

Yes, you need to have superb images for your lookbook, but you also need compelling copywriting to bring it all together. While you should use words sparingly, you can use them to help further emphasize the message and vibe that you want your customers to take away from the lookbook.

For instance, you can use copywriting to describe the vibe of the collection, introduce new items, give styling tips, and provide short captions for each item. Short, impactful phrases and statements can also help to further emphasize the aesthetic of your clothing line.

Your Brand’s Aesthetic

Ultimately, your lookbook should be an extension of your brand’s aesthetic. Take the time to figure out how you want to be perceived in the industry, and use your lookbook to ensure that you stay true to that image. The background of your images, the styling of your models, your chosen color palette, and the writing in your copy should all reflect that.

Keep in mind that your brand will be remembered by the lookbook that you present to your customers, so make sure that it’s well-crafted and aligned with your vision for the brand.

How To Create a Lookbook

digital lookbook, What is a Digital Lookbook and How to Create One, Awkward Styles Blog
Levi’s Fall 2018 Lookbook

Now, how exactly do you craft your own lookbook? Well, here’s a step-by-step guide to help you get started:

  1. Use Apps or Websites to Design Them
  2. Create Your Layout Design
  3. Photography and Modeling
  4. Add In Your Content
  5. Proofread and Publish

Use Apps or Websites To Design Them

Creating a lookbook doesn’t have to be difficult. There are numerous apps and websites that you can use to design them, such as Adobe InDesign, Canva, and Looka to design your images and pages. You can also utilize online flip book creators such as Flipsnack and Paperturn. These tools can help you to create an eye-catching lookbook with minimal effort through their pre-made templates and drag-and-drop design tools.

Create Your Layout Design

Once you’ve chosen a platform and have signed up, the next step is to create a layout design that reflects your brand’s aesthetic. This includes selecting font types, sizes, and colors, as well as choosing backgrounds and images to fill in the pages. Don’t be afraid to experiment with different combinations and see what works.

Photography and Modeling

Once you have a solid vision of what to include in the lookbook, it’s time to start acquiring images. You’ll want to hire a professional photographer and model (if applicable) to ensure that the images are of high quality. The photographer should be able to capture the essence of your pieces, while the model (if applicable) should be able to express the right emotions and movements in their poses.

You should also take your background and styling into consideration. You can opt for a studio setting or use an outdoor area to capture the images—whichever works best with the theme of your lookbook.

Add In Your Content

Once your layout design is ready and your images are taken, it’s time to start adding in your content. This includes the product descriptions, styling tips, and any other writing that you want to include. You don’t have to put captions under each image, but it’s a nice touch to add in some witty phrases or quotes that correspond to the styling.

Proofread and Publish

Of course, before you show your lookbook to the world, you should go through it with a fine-tooth comb to make sure that everything looks great.

Once everything is in order, it’s time to publish and promote your lookbook! You can use social media, email newsletters, and even create a separate landing page for it on your website. Use the power of SEO to make sure that your lookbook is seen by more people, and get creative in how you promote it.

Additional Tips

Need more tips on creating a great lookbook? Here are a few more to keep in mind:

Make It Simple To Navigate

The great thing about lookbooks is that they can easily be accessed by anyone, so make sure to keep the navigation as simple and intuitive as possible. Utilize headers, hyperlinks, and other helpful navigation tools to make sure that readers can access the contents of your lookbook without getting lost. You wouldn’t want your lookbook pages which you’ve poured your heart into to go unseen!

Include Buy Buttons

At the end of the day, the purpose of a lookbook is to promote your brand, which of course, should translate into sales. Make sure to include buy buttons or other links that lead to the product page of each item featured in your lookbook. This will make it easy for shoppers to make a purchase right away without having to search for the item.

Tell a Story

Lookbooks are more than just images and products—they should tell a story. Think of your lookbook as an opportunity to give readers a glimpse into your brand’s aesthetic and worldview. Through the images, descriptions, and styling tips, you can create a narrative that your readers will be able to relate to.

That’s a Wrap!

Creating a great lookbook is not an easy task, but it is worth the effort. With a little bit of creativity and hard work, you can create a lookbook that is bound to make a lasting impression on your readers.

Happy creating!

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