April 15th 2011

I have just done another 'suit shoot' for my pal Rupert Bowling and, in the process, learned a lot about online retailing.  Harrods' historic boast that it sells 'everything from a pin to an elephant' can be more than matched by the world wide web these days.  E-commerce is now big business.  Last year, online retailing shot up 25 per cent with more than 50 per cent of us shopping on the internet. But... shopping for clothes online?  Actually, I did that recently myself:  I couldn't find a local store selling Nehru suits, so I bought one online.

Rupert says that selling something as personal as clothes on the internet is not at all difficult.  Actually, online clothes sales are on the up.  It’s certainly worked for Rupert, who runs the website www.suitsmen.co.uk from his home in Shirley Common, selling a wide range of men’s suits, jackets, coats and trousers along with a growing collection of suits and jackets for women.  Over ten years ago, Rupert became the first retailer in the UK to sell men's suits online but it’s since launching suitsmen.co.uk in 2008 that sales have soared.  I've been helping him boost business further by highlighting his clothes through photos and, in the process, we had wonderful help from Ashbourne-based businesses.

‘Key to selling online is constantly improving your website,’ Rupert rightly points out.  After playing squash and talking business in the bar afterwards, I pointed out to Rupert that as his photo gallery largely showed only mannequins, he could improve his website by having real people show off his range.

I suggested we shoot in Ashbourne, our local market town.  it proved to be a perfect choice, in more ways than one.  I knew Ashbourne would give us the stylish backdrops we wanted for the images but what made the shoot go so smoothly was the generosity of its retail community.  Writing about and photographing Ashbourne for Derbyshire Life proved very useful for renewing some good contacts. Firstly, Mick Hulme, the fish, poultry and game merchant, offered his living quarters for our two models Mark and Tamzin to change.  His shop was closed, too, so we were spared any fishy smells! Better still, we got a wide and excellent range of photos through Alan Matkin of Avanti allowing us to use his jewellery store, Rob Watkin and Glen Armstrong opening their St John Street Gallery even though it was their Monday closing day, and Vivyann Manion giving us free use of her antique shop and courtyard.  What was so heartening was that none of these people had anything to gain, other than a link on both Rupert and myself's website. They were just happy to help out two guys trying to make a living.  Their beneficence speaks volumes about the spirit of commerce in Ashbourne.

We experienced yet more kindness when Helen Meynell allowed us to use Meynell Langley Hall for our second photo shoot.  I had donated my photos from two weddings I shot at the Hall for Meynell Langley’s new website, so Helen reciprocated by allowing us in for the day. Meynell Langley is a beautiful country estate and it was wonderful to showcase one of Rupert's classy dinner suits in the Hall’s elegant library, complete with antique books and roaring fire.  As you can see below, it was a perfect location.  You can see my wedding pics at Meynell Langley on www.meynell-langley.co.uk  

We've got further local shoots planned and Rupert feels even more confident about sales.  You might argue that clothes are better sold in a shop - after all, selling clothes online lacks that 'touch and try' element which High Street stores provide.  However, as Rupert told me, 'clicking through a web page is much easier than rifling through endless racks – and you haven’t had to get the car out.  I can also offer as much choice as you can get visiting half a dozen shops.  As for wanting to feel the material, we send swatches through the post, and hardly any customers return their order.’  And you can't argue with Rupert's sales.

Rupert knows what he is talking about because he has intensively studied the intricacies of e-commerce for over 12 years.  ‘I spent the first two years of my business working 60 hours a week with no holidays just studying how the internet can work for online sellers,’ says Rupert, ‘so I’ve kept ahead of the market.  This is even more important in an age where you can’t just rely on Google or other search engines but have to consider mobile apps, Facebook, Amazon, eBay and other routes to retailing.

Now he has this new imagery, Rupert's customers will realise just how smart his clothing is and that his fabrics are some of the very best – at competitive prices, too.  An increase in sales will also show the great value of using Ashbourne and Meynell Langley Hall as photo locations which, as a Derbyshire lad, will please me a lot.

While Mark was putting on that dinner suit above, I got a few shots of Tamzin in her lovely evening gown.  I took the opportunity to get a few shots for the Trevillion Fine Art image library which I subscribe to.  Meynell Langley was the perfect place for creating the kind of imagery that you find on book covers, publishers being Trevillion's chief clientele.  Tamzin took off her shoes, sat by one of the Hall's large windows and gave me just the right look I asked for - slightly sad and pensive.  She was perfect.  I changed the colouring in Photoshop and added a texture overlay to give the image the look of a painting.  I think it's just about the finest portrait I have ever produced.  I so love this kind of photography.  Tamzin and I are now going to spend a whole day at Meynell Langley creating more of this kind of imagery - I can't wait.  She is great to work with, and she has a face to launch a thousand book covers! Watch this space for more...