Stylists can easily be disregarded or even looked down upon because “they just pick out clothes,” but that is far from the only thing stylists contribute. A good stylist should be a vital part of your team. If you are on the fence on whether you should hire a stylist, then let me explain what a stylist can do for you, and how incredibly valuable they are in connecting your brand to consumers.
Often times smaller brands don’t leave enough of a budget for the creative team and try to handle the styling themselves, and as a result they often end up playing it safe and/or missing the mark entirely. This in turn means they never get to explore their brand’s full potential and their visual identity gets miscommunicated or lacks all together. In today’s world of fast-fashion and disposable consumerism, it isn’t always easy to keep up with what’s trendy, what’s in, what’s out and what’s right around the corner. Insert fashion stylists. Stylists typically work in various capacities on editorial shoots, commercial/ad campaigns, fashion shows, events, as well as personal styling for celebrities and artists. They are constantly keeping up with the ever-changing world of fashion and they know that relevance is the key to success.
A good stylist will help communicate the professional ethics of your brand and express the visual identity to the public. The most important key to the successfully selling a product is the way in which the product/brand communicates its value to the consumer. The success of a product is largely due to the creative direction and stylists are the crucial tool in combining all the right elements your business needs to successfully connect to the right consumer. Their ultimate goal is to come together and pull all of the creative ideas to aid the photographer in creating a cohesive, successful campaign. Stylists can also connect your product the right people. For instance, celebrities such as Kim Kardashian or Kate Middleton have stylist who connect them with the right brands to express and shape their public image.
If you still think styling is a frivolous expense, consider that for most early-stage fashion brands, e-commerce as well as Instagram are the main way customers interact with their brand. Brand imagery is the most essential tool in engaging and gaining customers. When you hire a stylist or photographer, or hair and make-up artist, you are investing directly back into your own brand. A well styled, well shot and well-planned shoot is the most powerful tool you have to draw in new customers and increase your sales.