Mar 27, 2019 | By Volker Ketteniss
Big data meets consumer insights. Experience WGSN.
As Fashion Week moves to London, we’re continuing our #InsideWGSN series, speaking to the people behind the scenes who make WGSN happen.
Meet Brittany DeNolfo our image production manager, who looks after the team who handle all the thousands of images published across the WGSN live site.
Tell us a bit about your working day during fashion weeks?
My job as Image Production Manager is to process the thousands of images that WGSN publishes across the site daily – getting them from photographer to website in the fastest time possible. Like most people at WGSN, my job intensifies ten-fold during fashion month. I receive all images from our catwalk photographers who are in the pit at the show, detail photographers – who literally lie on the ground shooting show footwear and accessories – and backstage photographers for beauty, hair and models.
Full looks are published immediately post-show, then every look is classified, cropped and keyword tagged to the smallest specification, to allow every look to be searchable in our image library. This season we’re already seeing culottes, cut-out detailing, novelty buttons and black and white stripes trending.
How many images do you and your team process per day during fashion weeks?
We are a global team working around the clock. We have 2.5 million catwalks images in our image and design library overall, and during the six weeks of Catwalks, my team and I will process over 240,000 more. Every season is like a race to be faster and better than the previous season.
The full-look catwalk images are published from the catwalk to the site within the hour, then detail shots soon after. Overall we publish approximately 15 to 30 shows per day, equating to approximately 2,000 high-res images.
What’s your turnaround like for images from receipt to activation?
We want our clients to receive the information as quickly as possible and we work around the clock to ensure this happens in an accurate and timely manner. There’s a lot of pizza involved in the late night image production hub!
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