How Much Does Apparel Photography Cost?

In this day and age, having photo assets in your arsenal is essential for utilizing them in your marketing to drive sales and increase awareness of your brand’s identity.

Every brand, from a three-month-old startup to Banana Republic, needs strong imagery to convert viewers into paying customers, whether to highlight its aesthetic, showcase product utility, or showcase candid and authentic moments that show its apparel in a relatable lifestyle setting.

Knowing the right amount to invest in photo assets to get the most substantial return on your investment is essential when hiring a photographer on a long-term retainer.

So, what are all the factors that potentially go into your investment?

Studio vs. Lifestyle/Editorial

Although it’s very common for high-end, established brands to utilize studio lighting and backdrops that correlate well with their brand identity to highlight new releases and campaigns in a neutral environment, studio photography, at least in terms of e-commerce, is also well-suited for brands that aren’t entirely sure of their creative identity yet regarding mood, color palette, etc.

You can’t go wrong with simplistic apparel imagery, be it sported on models or just the products themselves, when they’re placed against a white backdrop from many angles to show off their utility and aesthetic in an easily accessible way.

Conversely, lifestyle and natural-light images have many variables that can save you money or increase your initial investment.

Do you plan to have these images photographed in public and easily accessible locations, or are the creative constraints specific enough to require booking a private location to ensure complete and uninterrupted environmental access?

Knowing the location where you want your brand showcased is one of, if not the first, steps in establishing the overall vision of your project and the investment in it.

Studios are typically rented out at an hourly rate, such as $50/hr or $100/hr. At the same time, outdoor locations can be free of charge or cost a significant amount if permits are required to photograph in the area.

Quantity of Images

As you might expect, the amount you invest in photography services can vary drastically depending on the amount of photo assets you expect in return.

While you might initially feel that the more images you get in return, the merrier, it’s essential to know in advance precisely what you plan to do with these images and whether or not investing more in exchange for more images is even in the best interest of your marketing goals.

Do you need to showcase a wide variety of products at various angles on a shopping page?

Or are you simply trying to showcase a single product or two from a handful of lighting and composition scenarios?

The difference between simply showcasing different angles of a singular product and building a whole narrative for an upcoming campaign plays a significant role in determining how many images to invest in.

Usage Rights

Licensing fees are rarely openly discussed, yet they are vital in determining the final investment in any given project.

While some photographers might include full commercial usage in their proposals, either directly out of the sake of personal convenience, or indirectly out of a sense of naivety and experience in the field, you can typically expect to pay more or less depending on how you plan to utilize the photo assets you get in return for your investment.

Standard use of web and social media should be a given, and I include it in any of my deliverables, regardless of the project's scope.

That being said, if you plan to utilize the images in any other manner, such as advertisements, printing, packaging, billboards, etc., you can expect to pay additional licensing fees per deliverable.

Turnaround Time

The time between a project’s confirmation and receiving the final deliverables can vary widely depending on the photographer and the project's scope.

While this timeframe can sometimes be an afterthought when determining your marketing budget, this can become a much more important factor if you expect to roll out advertisements or a new product line on a specific date.

Most photographers will freely volunteer their turnaround time, which should be clearly outlined in the contract to safeguard both your financial investment and the photographer's time investment.

My typical turnaround time, for example, is within one week of product receipt.

However, I will offer a client the option to invest in a faster turnaround time in exchange for a rush fee, provided that I’m confident it’s within my means and in the client’s best interest.

Models/Stylists

The crew accompanying the photographer, whether a hair/makeup stylist, model, etc., must be accounted for alongside your expected photo deliverables and other project expenses.

Suppose you consider your budget and the project scope to be smaller.

In that case, it’s fair to refrain from budgeting for additional creatives, which are typically reserved for more prominent brands with bigger budgets.

However, you should expect to pay certain expenses for any project, such as the photographer’s day rate and model/s.

For transparency, my commercial day rate as an apparel and lifestyle photographer starts at $1,500, while a model might typically offer a half-day or full-day rate of $500 and $1,000, respectively.

Models sourced from agencies will almost always command a higher rate than those that aren’t, but in return, you’re nearly guaranteeing an elevated result.

Summary

While your investment is in receiving strong image assets that will resonate with your audience, increase brand awareness, and drive sales, it is also going into…

• High-Quality Lighting & Gear

• Professional Retouching

• Creative Direction & Experience

• Brand Aesthetic Consistency

• Smooth Production Process

• Usage Rights

If you’re an apparel brand looking for consistent visuals to elevate your brand’s identity and help drive sales, I offer customizable packages explicitly curated for each brand’s unique needs based on your goals, timeline, and budget.

Reach out here or email me directly at info@houstonray.com!