Why should DJ's employ my photographic services?

Why should DJ's employ my photographic services?

I believe that I will be well suited to the David Jones's brief for all of the resons that have been previously outlined in respect to the techniques and style touches that I will apply in obtaining a cohesive, quality set of images..

This has been demonstrated by having received an award for Excellence in Studio Photography (product)

Scrupulous attention to visual detail and sensitivity to the clients' demographics will ensure the finished product will be in keeping with DJ's appeal and market positioning. This is further facilitated by my exposure to and experience in marketing, and my strong understanding of the importance of branding.

Studio images Preparation

Decide and source:

• Macro subject/product
• Glassware subject/product
• Chrome subject/product
• Camera movemnet subject
• Additional subjects x 2

These subjects will be borrowed from the store if permissable. This permission will be organised through the store manager or PR manager.

• Each subject will be borrowed one item at a time, and will I allow a 2 day shooting timeframe for each object
• 10-12 half day studio slots should be sufficient to complete the shot list and any re-shoots required .
• Studio time will need to be arranged and co-ordinated with these borrowed items
• Likewise any speciality lenses will need to be booked to co-incide with the studio time  
• Studio costs : Nil
• Subject costs : Nil
• Speciality lenses cost : Nil

Location Images preparation

To fulfil the required location shot-list for the client, a scouting trip will be necessary to locate a suitable building for the exterior architecture and landscape images. At the same time, suitable locations should be found for the interior architectue shots, and the industrial images. Once these locations have been  chosen, the respective store managers will need to be approached and thier permission sought to undertake the shots and gain access to the desired aspects of the store.

• Industrial and interior shots will ideally have people featuring in them and as such will need to have relaese forms signed or have them as blurred figures in the shots
• Costs : Aside from travel costs to interstate stores, no additional costs are anticipated for this aspect of the brief
• Timeline: Ideally  the location shots will be conducted with a time frame of a few days, and allowing for weather days/reshoots it is anticipated that 5 days should be allocated.

Techniques and equipment

Clean stylish, elegant and simple are the key words that will drive the style of images that I will create for this client.

Having fashion as one of their main hubs, the shots i will take will have  a seasonal feel, which also assists in giving it a now/up-to-date look and feel.

Lighting will need to be clean and soft, and sophisticated.

The old and the new...

Paying homage to the company's long established heritage, I think it pertinent to include, in the series of shots, props or elements that have a distinctive classical look to them. This will also help exemplify the modern aspects of the subjects

For the studio shots the lighting techniques should be consistent and similar with one another. This lighting connection will bring the group of shots together as a cohesive set and imply a sense of consistency and reliability.

For the location images I will again blend the old and the new for the same reasons as for studio images. Lighting will be shared by available light and any additional portable lighting that the scenes call for.

Equipment required will be

DSLR and back-up DSLR
Zoom lens/ or primes
Speed light
Studio lighting
Tripod
Triggers
HDR software
Image processing software
Tilt shift lens
Macro Lens
Reflectors
Product light tent/s-table

http://catalogues.davidjones.com.au/portal/dynamiccatalogue?CatalogueID=13312679809784&pageview=two

David Jones Target audience

DJ's have an almost shamelessly un-egalitarian approach to identifying and choosing their target market/demographic. As discussed prior, DJ's sets about  to attract the upwardly mobile (or aspirationally so) . These customers are wanting to avoid shopping shoulder to shoulder with noisy children, teenagers and uncouth individuals. It does so by subtly intimidating and exclusionary marketing and advertising techniques, that not only attract he customers they seek but detracting those that would rather not enter the store.

source : www.davidjones.com.au/about-david-jones

Ironically David Jones has recently fared as one of the poorest for customer service (Dec 12-2011), this however could be amplified by their customer base having higher expectations.

With an equal split between male and female customers, David Jones' flagship  Store in Sydney has two separate, but adjoined by overhead passageway, stores one each for the men and the ladies.  the style, layout, colours and lighting aim for the mid to late 20's shopper upwards through to the established more mature demographic.

Source : google images

Source : google images.

It is my intention to continue with DJ's current style of imagery, insofar as the images I produce will not only be seasonal sensitive, but capture sophistication by using subtle lighting techniques, and refined elegant themes. Overall there is nothing loud about DJ's pitch and I will respect that with the images that I take for the company.

Week 3 DJ's Past and present campaigns

Exclusivity, quality and class have been the cornerstone for David Jones' (DJ'S) advertising and marketing strategies ever since its inception.

Catering to the affluent as well as those aspiring to look and feel affluent, David Jones has sought to create a shopping experience. Aiming as well for a European feel to the store, David Jones borrowed ideas from international examples, and applied them to their stores, allowing their customers to feel, sophisticated, distinguished and special.

Aligning itself closely with high international fashion  trends DJ's continually raised its profile and public awareness of its brand, by hosting fashion events from overseas designers

Another iconic and immediately recognisable aspect of DJ's advertising has been its famous logo and type face

Slogans

DJ's have long positioned themselves with their slogan "There's no other store like David Jones", further propelling along exclusivity and quality of experience. However they have recently changed their slogan to  Was. Is. Always. David Jones...

DJ's current advertising remains similar albeit contemporised from its early days. Elegance, fashion, style. Their advertising images are clean , refined and have a "high end" and seasonal look and feel about them..

Week 3 David Jones' past and present advertising campaigns