Computers - Cheap & Never Whine

By: Jeannie Chan - Published: • References: forbes & online.wsj
More and more eCommerce retailers are using computer animated models, replacing in part real models. H&M was among the first retailers to show off their fashionable offerings with computer generated models. These computer generated fashion photos are taken by two people in a quality-controlled studio, a mannequin, and finally a designer / editor on a computer. This can cut costs by as much as two-thirds, compared to traditional fashion shoots with models, hair & makeup, photographers, etc. However, real-life models are not yet out of a job. The final computer generated photos are based on variations of a photo of a real-life model. In addition, we may have virtual stores, but we don't have virtual runways (yet).

Implications - Lowered costs of a faux-photoshoot can lower barrier of entry to the fashion retailing industry. Looking ahead, computer generated graphics can show up in catalogue in a wide variety of categories (Ikea comes to mind). Lowering costs of doing business can mean either higher margins or lowered prices for the end-consumer. Businesses need to investigate these technologies as they become available if they want to stay competitive in this digital age. Stats for H&m and Ecommerce Sites Replacing Real People with Virtual Models Trending: Older & Chilly
Traction: 152 clicks in 157 w
Interest: 1 minutes
Concept: Computer Rendered Fashion Model
Related: 107 examples / 82 photos
Segment: Neutral, 12-55+
Comparison Set: 39 similar articles, including: scorching 3d editorials, anatomical model depictions, and oxymoronic fashion photography.