IMAGE REQUIRED STANDARD & GUIDELINES
FOR MARKETPLACE INDEX
IMAGE REQUIRED STANDARD & GUIDELINES
GENERAL IMAGE REQUIREMENTS p.3 – 7 BUNDLES p.35 - 36 . Rules . Do’s & Don’ts . Zalora Main Catalog Standard MODELS & POSES p.37 - 40 LIGHTING & COLOR p.8 - 12 . Face of Zalora . Photography Setup Option 1 – Studio . Models Requirement . Photography Setup Option 2 – White Wall . Lighting Required Standard KIDS p.41 - 45 . Dos & Don’ts . Required Standard – Ghost Mannequin . Required Standard – On Model IMMEDIATE REJECT p.13 - 15 . Do’s & Don’ts . Click Report . Immediate Don’ts PRODUCT p.46 - 60 . Photography Setup - Products APPAREL DOs vs DON’Ts p.16 – 23 . Bags . Required Standard . Shoes . Ghost Mannequin & How To . Jewelries . Dos & Don’ts . Watches . Cropping . Sunglasses
UNDERWEAR & SWIMWEAR p. 24 - 33 . Female Underwear Required Standard . Sheer Underwear Dos & Don’ts . Male Underwear Required Standard
06/2015 – Image Sequence & Crop Guidelines 2 GENERAL IMAGE REQUIREMENTS
ALL IMAGES MUST BE:
● portrait layout ● with plain background – Light Grey (apparel) , White (product) ● in JPEG format ● minimum 762pixel x 1100pixel and 300dpi in image size and resolution - this is to ensure image is not pixelated ● Size of file: 2MB max/ per file ● clear and not blur/pixelated - products are presented as the main focus of the image - products are presented in a neat and tidy manner ● does not contain any other brand’s logo/name ● no watermarks
* Images that fail to meet these requirements will automatically be suspended
06/2015 – Image Sequence & Crop Guidelines 3 APPAREL – IDEAL CATALOG
THE IDEAL CATALOG
The recommended guide is to ensure good quality images and consistency throughout Zalora catalog. PRODUCT – IDEAL CATALOG
THE IDEAL CATALOG
The recommended guide is to ensure good quality images and consistency throughout Zalora catalog. APPAREL CLICK REPORT - BACKGROUND
CLICK THROUGH RATE
Report shows that images with plain background and good lighting encouraged higher click rates – crucial for sales conversion
0.65% CTR > + 0.34% > 0.99% CTR
*Images and data comparison is based on the same brand APPAREL CLICK REPORT – IMAGE QUALITY
CLICK THROUGH RATE
Report shows that better quality images & content will strengthen average CTR – crucial for sales conversion
Better quality image & content includes: Model choice, hair & makeup, photography and product content details
0.43% CTR > + 0.74% > 1.17% CTR
*Images and data comparison is based on the same brand
Back to Index LIGHTING & PHOTOGRAPHY
8 PHOTOGRAPHY SETUP – OPTION 1 (STUDIO)
REQUIRED EQUIPMENTS
CAMERA • DSLR CAMERA • 24-105mm lens • Sycn-Cord or Wireless Flash Trigger
LIGHTING • 500W/s Monolight • 2400mm Air-Cushioned Light Stand
BACKGROUND • 2700mm super white seamless background paper • 3600mm wide background support kit • 2x 62.5mm (or equivalent) thickness black styrofoam blockers
GOOD TO HAVE • 4x 8kg sandbags for weighing down light stand and background
9 PHOTOGRAPHY SETUP – OPTION 2 (WHITE WALL)
REQUIRED EQUIPMENTS
CAMERA • DSLR CAMERA • 24-105mm lens
BACKGROUND • Clean & plain white wall with exposure to natural sunlight • 2x 62.5mm (or equivalent) thickness black Styrofoam blockers
10 LIGHTING & COLOR – REQUIRED STANDARD
Studio lighting is recommended in order for product and model to be presented professionally
Example:
. Product and model is bright and attractive . Overall image does not look dull. . Model’s skin tone looks healthy & radiant LIGHTING & COLOR – REJECT
Poorly lit images do not appeal to customers
Example:
. Color tone is over-saturated . Strong background color . Dull color and lack of light makes . Image looks like it is being shot . Looks over-edited and unnatural the overall image unappealing using a mobile phone camera/low quality camera.
Back to Index IMMEDIATE REJECTS
13 MAIN IMAGE IMMEDIATE NO NO’S
WATERMARKS TWO MODELS SELFIES DISTORTED/ LANDSCAPE STRETCHED Absolutely no One model per item Absolutely no selfies Image must be in watermarks of any (unless item is allowed Images must portrait and fits the kind is allowed reversible, multi- be hi-res and frame dimensions pack, couples wear not stretched with no white spaces See pg. 33 or around it compressed See pg. 3 when uploaded See pg. 3 MAIN IMAGE IMMEDIATE NO NO’S
FACELESS MODEL BRIGHT MANNEQUIN SEXUALLY MESSY BACKGROUND SUGGESTIVE PLACEMENT Do not crop your Absolutely no IMAGES model’s head off Absolutely no bright mannequin Products must for the main image, colored backgrounds allowed for both Images must be neatly except for and walls apparel and be decent and presented bottoms See pg. 9 products (main fashionable Must be against Only shoot with image) Model must a white models that are See pg. 18 - 20 not appear too background suitable for Zalora sexy, Must be front and your brand especially facing See pg. 35 - 37 lingerie shoot Back to Index APPAREL
16 APPAREL – REQUIRED STANDARD
This is the required standard for ZALORA catalog. Model and product must be presented in a clean and tidy manner on a light grey background. Presentation of the main image is very important in order to portray your products the best on main catalog.
Example:
1 2 3 4
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in . Back of apparel is shown clearly in . Suggested styling of the apparel . Detail of apparel shown clearly tidy manner tidy manner in a tidy manner APPAREL - REQUIRED STANDARD
Image can be cropped to focus on the main apparel that is for sale – for bottoms only Presentation of the main image is very important in order to portray your products the best on main catalog.
Example:
1 2 3 4
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in . Back of apparel is shown clearly in . Suggested styling of the apparel . Detail of apparel shown clearly tidy manner tidy manner in a tidy manner OUTDOOR – REJECT
Main Image with scenery background that is NOT acceptable.
Example:
. Messy and . Other people in . Dirty looking . Messy and . Dirty looking . Copy paste . Depth of field distracting objects the background background unorganized background subject on with front object background background GHOST MANNEQUIN – HOW TO
Flat Lay Method should be direct top view If no suitable model is available, ghost mannequin is the recommended alternative. Main image presentation is the most important as it is shown on the catalog page.
Example:
+ =
Apparel should look as tidy and straight as possible. Messy wrinkles must be edited away.
Apparel on Image of the inner part model/mannequin
. Model/mannequin stand . Turn the apparel inside out if . Both side should look symmetrical straight with arms stretch needed. straight down. . Remove any tags if possible or edit it away later. APPAREL – REQUIRED STANDARD
This is the required standard for non-model shots on ZALORA catalog: Example of ghost mannequin . Product must be strictly on white background and well lit shot on flat lay method which . Garment’s shape must be tidy, flattering and accurately presented as to how it looks like on model is acceptable Example:
1 2 3
First image (Front) Second image (Back) Third image (Detail)
. Apparel is shown clearly . Back of apparel is shown clearly in . Close up of product’s fabric and against a white background tidy manner details . Silhouette of the garment is flattering and well represented GHOST MANNEQUIN - REJECT
If no suitable model is available, ghost mannequin is the recommended alternative. Main image presentation is the most important as it is shown on the catalog page.
Example:
Untidy Ghost Mannequin On Mannequin/ Hanger Bad placement and Missing/Cropped messy shape . Apparel is shot in an untidy . Visible mannequin and hanger is . Too much gap between the . Products should be shown in full manner not allowed sleeves and frontal . The shape of the garment is . Mannequin should be edited out . Untidy sleeves . Mannequin silhouette should be not flattering . Too much folds and crinkles straight and tidy . Garment is cropped off CROPPING – DO & DON’T
Image cropping should show the main apparel in full.
Example:
. Too much negative and . Background crop does . Apparel is shown clearly . Apparel is cropped off, not . Model and garment unwanted space within not fit the full frame showcasing clearly what the should fill up 60-70% of the frame product is on main image the full image . Product view is being minimized
Back to Index UNDERWEAR & SWIMWEAR
24 LINGERIE & SWIMWEAR – REQUIRED STANDARD
. Product should be shot as ghost mannequin or flat lay – especially sheer fabric and thongs Example of other lingerie . Background must be white and clean set as ghost mannequin . Product must be neat and in good shape Example:
1 2 3
First image (Front) Second image (Back) Third image (Detail) . Background must be white . Apparel is shown clearly in . Back of apparel is shown clearly in . Detail of apparel shown clearly . Product placement must be tidy manner tidy manner in a tidy manner front facing and neat . Shape of the product is good . No decoration needed LINGERIE & SWIMWEAR – REQUIRED STANDARD
Sheer lingerie/Thong image should be shown as ghost mannequin or flat lay only Example of other sheer lingerie and thong on ghost mannequin Example:
1 2 3
First image (Front) Second image (Back) Fourth image (Detail)
. Extremely sexy or sheer . Apparel is shown clearly in a . Back of apparel is shown clearly in . Detail of apparel shown clearly in lingerie on model will be tidy manner a tidy manner a tidy manner rejected. Please shoot as . Shape of product is good ghost mannequin only LINGERIE & SWIMWEAR TOP – REQUIRED STANDARD
. Lingerie top/bra should fit model without showing too much cleavage. Raunchy and . If product is sheer, it should be presented as ghost mannequin or flat lay. sexually suggestive Example: images will be rejected 1 2 3 4
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in a . Back of apparel is shown clearly in . Suggested styling of lingerie . Detail of apparel shown clearly decent and tidy manner a decent and tidy manner in a decent and tidy manner LINGERIE & SWIMWEAR BOTTOM – REQUIRED STANDARD
. Lingerie bottom or bikini bottom can be shot on model if product is not sheer and model’s pose is simple, closed and decent. . If product is sheer, it should be presented as ghost mannequin or flat lay.
Example:
1 2 3 4
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in a . Back of apparel is shown clearly . Suggested styling of lingerie . Detail of apparel shown clearly decent and tidy manner in a tidy manner in a decent and tidy manner . Legs are closed and slightly . Legs are closed and slightly crossed crossed LINGERIE & SWIMWEAR SET – REQUIRED STANDARD
Sexually . Lingerie/Swimwear set should fit model without showing too much cleavage. suggestive . If product is sheer, it should be presented as ghost mannequin or flat lay. images with strong Example: background will be rejected 1 2 3 4
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in a . Back of apparel is shown clearly in . Suggested styling of the apparel . Detail of apparel shown clearly decent and tidy manner a decent and tidy manner in a decent and tidy manner UNDERWEAR & SWIMWEAR – FOR MALE
• Male underwear must be shown on ghost mannequin for main image • Product should be presented in a tidy manner on a clean, plain background.
Example:
1 2 3 4
First image (Front) Second image (Back) Third image (Detail) Fourth image (Model)
. Ghost mannequin front view of . Ghost mannequin back view of . Close up on product detail . Product on model presented product presented in a decent product presented in a decent in a decent and tidy manner and tidy manner and tidy manner UNDERWEAR & SWIMWEAR – FOR MALE
Main image of product should always be ghost mannequin or flat lay
Example:
. Ghost mannequin of product . Flat lay of product presented in a . Product on model is strictly . Product on model is strictly presented in a decent and tidy tidy manner not allowed not allowed manner
Can be used as 3rd or 4th image but not as main image LINGERIE & SWIMWEAR – ACCEPT
Lingerie must be presented in a decent, simple and neat manner. Preferably on ghost mannequin.
Example:
. Product on model . Product on model . Product on model . Product on model . Ghost Mannequin for . Product flat lay presented in a presented in a presented in a presented in a sheer products decent manner with decent manner decent manner decent manner with simple posing and . Neutral body no overly exposed neutral facial language body parts expression . Legs are closed together LINGERIE – REJECT
We will reject these main images: Example:
Product presented as shown on examples are not acceptable.
Image should look decent and not seductive.
. Product image . Image that looks . Sexy/seductive . Sleeping pose . Graphic designs . Underwear on with descriptions too sexy pose on image model
. More than 1 image . Product flat lay that . Product flat lay . Poor lighting . No mannequin . Messy ghost in a frame looks unorganized. on a ‘busy’ . Foreign object allowed mannequin . Foreign object in background in the image shot the image . Ill shape Back to Index BUNDLES
34 BUNDLES – REQUIRED STANDARD
More than 1 . Main image must be ghost mannequin only model and . All products should be arranged from top left to bottom right in a diagonal angle unorganized ghost Example: mannequin will be rejected
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in a . Back of apparel is shown clearly in . Suggested styling of the apparel . Detail of apparel shown clearly decent and tidy manner a decent and tidy manner in a decent and tidy manner
Back to Index MODELS & POSES
36 INTERNATIONAL MODEL SELECTION - DOs
FEMALE MODEL MALE MODEL
ZALORA female models should represent our brand identity: ZALORA male models should represent our brand identity: INTERNATIONAL\COMMERCIAL\FASHIONABLE \APPROACHABLE MASCULINE\INTERNATIONAL\COMMERCIAL\FASHIONABLE
Your models must appeal to the mass, with slim figure and a Your models must appeal to the mass, with fit figure and fashionable yet relatable look considerably fashionable Example:
LOCAL MODEL SELECTION – DOs
Chosen models are the ambassadors of Zalora and your brand. Please select models that are close to our ideal faces (refer pg. 37)
FEMALE: MALE: Ideal Height: 170 – 175 cm Ideal Height: 180– 185 cm Ideal Size: Size S / UK 8 / Eur 34 Ideal Size: Size M & L / 38 inches chest MODEL’S POSE & EXPRESSION – DOs
Image pose and expression should be appropriate and non-distracting.
Example:
. Minimal, relax and . Decent body posture and . Feminine & approachable . Easy movement . Candid posture is masculine non-seductive expression facial expression acceptable, but it must be pose/expression fashionable and approachable MODEL’S POSE & EXPRESSION – REJECT
Image with pose and expression that is NOT acceptable. Example:
. Seductive poses . Slouchy posture . Head tilted too . Dramatic poses . Awkward . Dramatic/confused . Over- . Unhappy/forceful much . Limbs all over kneeling pose expression exaggerated expression the place poses
. ‘Selfie’ type of . Unattractive . Dramatic pose . Inappropriate pose pose pose Back to Index KIDS
41 KIDS APPAREL – REQUIRED STANDARD
Ghost Mannequin or Flat Lay
Example:
1 2 3
. Flat Lay on white background
First image (Front) Second image (Back) Third image (Detail)
. Apparel is shown clearly in . Back of apparel is shown clearly in . Detail of apparel shown clearly tidy manner tidy manner in a tidy manner . Flat Lay on designed background KIDS APPAREL – REQUIRED IMAGE STANDARD
Kids apparels
Example:
1 2 3 4
First image (Front) Second image (Back) Third image (Styling) Fourth image (Detail)
. Apparel is shown clearly in . Back of apparel is shown clearly in . Suggested styling of the apparel . Detail of apparel shown clearly tidy manner tidy manner in a tidy manner KIDS APPAREL– ACCEPT
Ghost mannequin and suitable child model
Example:
. Ghost Mannequin of product . Flat lay of product presented . Suitable model for the . Suitable model for the presented in a clean and tidy in a clean and tidy manner product presented in a clean product presented in a clean manner. and tidy manner. and tidy manner. KIDS APPAREL – REJECT
Main image that is NOT acceptable.
Example:
. Busy background . Baby sleeping pose . Unappealing background . Graphic designs on image . Sitting pose . Sitting pose
Back to Index PRODUCT
46 PHOTOGRAPHY SETUP – PRODUCTS
REQUIRED EQUIPMENTS
CAMERA • DSLR CAMERA • 24-70mm lens • 2 x 500W/s Monolight with Soft Box
BACKGROUND • White Table Top • White Backdrop • White Cardboard (i.e. A2 size) • Transparent Acrylic Platform
47 BAGS - REQUIRED STANDARD
Main image of product should be presented in a tidy manner on a white background.
Example:
1 2 3 4
Front view Back view Side view Detail view
. First image should be frontal . Second image should show the . Third image should show the . Fourth image should show the view of product presented in a back view of product presented side view of product presented detail of product presented in a tidy manner in a tidy manner in a tidy manner tidy manner BAGS - ACCEPT
Main image of product should be presented in a tidy manner on a white background.
Example:
. Product presented on a plain . Product on a plain white . Product slightly angled on a white background in a neat and background with straps plain white background with tidy manner presented in a neat and tidy straps presented in a neat and manner tidy manner BAGS – REJECT
Main image presentation which will be rejected
Example:
. Product not shown clearly . Product not the main focus in . Part of product is cropped . Product presented in a messy image way SHOES – REQUIRED STANDARD
Main image of product should be presented in a tidy manner on a white background.
Example:
1 2 3 4
First image (Side) Second image (Side) Third image (Front & Fourth image (Optional) Top View) . First image must be 90 degree and facing the right side . Against clean white background SHOES – REJECT
Main image presentation and angle of shoes that are NOT acceptable
Example:
. Angle too high/low . Busy/unattractive . Too much negative space . Product presented in . Gradient, dull looking background a pair background. JEWELRIES – REQUIRED STANDARD
Main image of product should be presented in a tidy manner on a white background.
Example:
1 2 3 4
Front view Close up view Detail view Product on Model
. First image shows the product . Close up of product’s main . Detail that customers might . Product on Model should be in a clear and tidy manner feature. want to see. shown clearly and neatly . Can be cropped JEWELRIES – ACCEPT
Main image of product should be presented in a tidy manner on a white background.
Example:
. Product’s main feature . Product on a plain white . Product on a plain white . Product flat lay on a clean (usually pendent with a simple background presented in a background with gradient plain background chain) on a plain white neat and tidy manner reflection background JEWELRIES – REJECT
Main image presentation and equipment used for jewelry placement that are NOT acceptable
Example:
. Non white background . Foreign object in the image . Product on a mannequin . Scenery background . Distracting background . Product is not in focus WATCHES – REQUIRED STANDARD
Main image of product should be presented in a tidy manner on a white background. Example of other watches:
Example:
1 2 3
. Pocket watch
Front view Close up view Back view . Couple watch . First image should be direct . Second image should side . Third image should be direct frontal view of product view of product presented in a back view of product presented in a clean and tidy clean and tidy manner. presented in a clean and tidy manner. manner. WATCHES– REJECT
Presentation and angle of watches that are NOT acceptable
Example:
. Back of product . Main product look too small . Double image in a frame . Product cropped and doesn’t fit the frame PHOTOGRAPHY SETUP – GLASSES
REQUIRED EQUIPMENTS
CAMERA • DSLR CAMERA • 24-70mm lens • 2 x 500W/s Monolight with Soft Box
BACKGROUND • White Table Top • Solid White Backdrop • White Cardboard (i.e. A2 size) • Transparent Acrylic Platform
58 SUNGLASSES – REQUIRED STANDARD
Main image of product should be presented in a tidy manner on a white background.
Example:
1 2 3 OTHER ACCEPTABLE ANGLE FOR GLASSES:
• Top angled view • White Background
Front view Close up view Detail view
. First image should be direct . Second image should be 45 . Third image should be direct frontal view of product degree angled view of product back view of product presented in a clean and tidy presented in a clean and tidy presented in a clean and tidy manner. manner. manner. SUNGLASSES – REJECT
Main image presentation and angle of glasses that are NOT acceptable
Example:
. Bad background reflection . Product not shown clearly . Dark colored background . Foreign object on image on the lens . Tag is still on product . Pacakaging can be shwon on the 2nd or 3rd image
Back to Index THANK YOU FOR USING
IMAGE REQUIRED STANDARD & GUIDELINES
FOR MARKETPLACE