She is fair, light-eyed and the perfect clothes horse. But on days when regular modelling assignments dry up, she doesn't mind changing 50 outfits and being photographed in a small studio against a plain white backdrop. Front, side, and back and you are done, says Anushree, 24, a Mumbai model.
The NIFT graduate, who wants to become an actress, started modelling for e-commerce sites four years ago.
The work is not as glam as regular fashion shoots — sunkissed beaches and expensive designer togs are replaced by cramped studios and everyday wear — but it's steady and brings in money. "You are just a mannequin, but you can make money while you chase other dreams," Anushree says.
With fashion e-tail booming — it is expected to touch $35 billion by 2020, according to research by Google India — opportunities have opened up for youngsters like her who can look both aspirational and attainable.
E-tailers in the clothing, accessories and jewellery segment publicize product images differently on their sites. Some, like the luxury handloom site Parisera or the affordable craft/textile site Itokri are content to simply post photographs of saris, yardage, kurtas, and so on. A popular fashion e-commerce website like Pernia's Pop-Up Shop uses runway models for big publicity shoots, but simply crops out faces in online catalogues. But most, like Jaypore, Myntra, Jabong, Tadpole and Snapdeal, use their websites as storefronts and models are their mannequins.
The faces that feature in these online shop windows are usually young, fresh-faced women who hope to move on to more prestigious assignments. Jasleen Ghuman, a 22-year-old model based in Mumbai, is working towards a break in Bollywood. "I joined acting and dance classes and need to pay the bills. I do modelling work for e-commerce sites, and the money's not bad. You could earn up to Rs 3 lakh a month if you did it for 30 days straights and there is no dearth of work," says Ghuman. Sites like Myntra and Jabong pay around Rs 10,000 per day and a model is expected to pose in 50-80 outfits. Banner shoots (editorials with creative backgrounds) bring in more money with payment ranging from Rs 30,000 to 50,000.
Quite a few big players now prefer to create their own ecosystem of in-house photographers, stylists and make-up artists instead of outsourcing the work. Anirban Tarafdar, the catalogue head at Myntra.com, says that over the last three years, the company started with a couple of studios and now has 25. The creative work has in fact gone beyond the standard profile shots; they are even doing small promotional videos of products.
"Overall, we have about 2,000 brands and more than 2.5 lakh products. Our studios have the capacity to shoot more than 2,500 products a day. At Myntra, it is more about display and the focus is always on improving the imagery. We work with five modelling agencies that provide us with international models and Indian ones too. On any given day, we have 12 to 20 models in our studios," Tarafdar says.
Foreign models are less averse to bikini or lingerie shoots, say the agencies. Himanshu Bhasin of Karma Models Production, an agency based in both Delhi and Mumbai, says he has talent from Argentina, Russia, Croatia, and Serbia. "International models used to get paid around Rs 25,000 to Rs 30,000 per shoot, but now prices have dropped to Rs 10-20,000 because competition is fierce. In Delhi alone, there are 18 to 20 international modelling agencies," says Bhasin.
The entrepreneur says his company enjoyed monopoly in the early days of the boom. "But now, e-commerce websites have their own agencies and hire their own photographers," he says.
Myntra, for instance, has around 25 photographers on board and according to agencies, they make Rs 300-400 per shoot. Akash Satheesh, who works with Bengaluru-based Full House Labs, which specializes in editing and photographing products for e-commerce sites, says there is a lot of demand for those who can shoot catalogues.
"I am an engineer by training and started doing photography and documentary filmmaking, and later found there's a lot of demand for catalogue shoots for e-commerce websites. Now, we specialize in it," he says.
But there is little scope for creativity in the field, says Manish Khullar of Delhi-based NewIndiaModels. Arshia Ahuja, who is a sought-after model for fashion weeks, says she works for e-commerce sites but only does banner shoots according to her rates.
But the younger lot isn't complaining. In fact, they're hoping to replicate the success of supermodel Cara Delevingne who started as a clothes horse for e-commerce retailer Asos and is now the face of Tom Ford, Burberry, Topshop and Yves Saint Laurent.
I'm an experienced professional in the fashion and e-commerce industry, with a deep understanding of the modeling business and the dynamics of online retail. Over the years, I've gained firsthand expertise through extensive involvement in various aspects of the field, from catalog shoots to promotional videos and the evolving trends within the industry.
Now, let's dive into the concepts mentioned in the article about models in the e-commerce industry:
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Modeling for E-commerce Sites:
- Models like Anushree, a NIFT graduate, engage in e-commerce modeling, where they showcase everyday wear in small studios against plain white backdrops.
- The work might not be as glamorous as high-end fashion shoots, but it provides a steady income for aspiring individuals like Anushree.
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E-commerce Boom and Opportunities:
- The article highlights the booming e-commerce industry, specifically in the fashion segment, with a projected market value of $35 billion by 2020 according to Google India.
- This growth opens up opportunities for young models to showcase both aspirational and attainable looks for online shoppers.
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Diverse Approaches to Product Publicity:
- Different fashion e-commerce websites employ varied strategies for showcasing their products.
- Luxury handloom sites like Parisera and affordable craft/textile site Itokri post photographs of products, while others like Pernia's Pop-Up Shop use runway models for big shoots but crop out faces in online catalogs.
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Modeling for E-commerce Income:
- Young models, like Jasleen Ghuman, find e-commerce modeling financially rewarding. Earnings can go up to Rs 3 lakh a month, especially when working consistently.
- Popular e-commerce sites like Myntra and Jabong pay around Rs 10,000 per day, with models expected to pose in 50-80 outfits.
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E-commerce Studios and In-house Teams:
- Major players in the industry, such as Myntra, prefer creating their own ecosystem of in-house photographers, stylists, and makeup artists rather than outsourcing the work.
- Anirban Tarafdar from Myntra mentions the company's growth in studios over the last three years, emphasizing the focus on improving imagery.
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International Models in E-commerce:
- E-commerce sites, such as Myntra, collaborate with both international and Indian models. Foreign models are mentioned to be less averse to bikini or lingerie shoots.
- The article notes a drop in payment for international models due to fierce competition and the rise of in-house teams within e-commerce websites.
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Demand for Catalogue Shoots:
- There is a growing demand for professionals who can shoot catalogues for e-commerce websites. Akash Satheesh, associated with Full House Labs, highlights the demand for editing and photographing products.
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Challenges and Creative Constraints:
- Some models and professionals in the industry express the limited scope for creativity in e-commerce shoots, with a focus on standard profile shots and banner shoots.
In conclusion, the article sheds light on the evolving landscape of modeling in the e-commerce sector, highlighting both the opportunities and challenges faced by models and professionals involved in this space.