Creating a lookbook that buyers and press actually use
A lookbook is a sales tool, not just a mood board. What to include for each audience.
- Make different versions for buyers, press and clients.
- Every look needs product information buyers can order from.
- Keep files light enough to email and view on phones.
- Include contacts on every page or at least the last.
A lookbook shows a collection as it is meant to be worn. For buyers, press and clients, it is also the document they use to choose, write about or order. Beautiful images without the right information waste the opportunity.
| Audience | Needs |
|---|---|
| Retail buyers | Product codes, wholesale and retail prices, sizes, colours, delivery dates, minimums |
| Press and stylists | High-resolution images, credits, collection story, sample availability |
| Clients | Looks, prices, how to buy or book an appointment |
Structure
- Cover with collection name and season
- Short collection story
- Looks, one per page, with numbered pieces
- Product details by look
- Contacts and ordering information
Format
- A light PDF that opens on phones, plus a link to high-resolution images
- Consistent photography and typography
- Bilingual text where your audience needs it
Related: fashion show timeline and bridal fashion marketing.
How Husbar can help
Husbar produces lookbooks, campaigns and press materials for fashion brands in the Gulf. See Husbar fashion and luxury marketing.
Frequently asked questions
What is the difference between a lookbook and a catalogue?
A lookbook shows styled looks and the collection story; a catalogue lists products for ordering. Buyer lookbooks often combine both.
Should prices be in the lookbook?
In buyer and client versions, yes. Press versions usually leave them out.
What format is best?
A light PDF for sharing plus a link to high-resolution images.