Hyphen-Group

The GUESS Digital Content Factory

An outstanding example of optimizing content production and distribution processes.
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  • Case History

The Results Achieved (2024)

146k

Total assets produced

-35%

Time to market

-100%

Duplications

The Initial Need

“We have people, freelancers, equipment, but we’re missing something to connect all these resources.”

Guess presented a clear and specific request, yet it opened the door to a world of potential optimizations. Their direction was defined, along with the understanding that workflows and processes needed updating before introducing technological solutions.

We began by analyzing existing production workflows, business needs, and the unique requirements of the channels the content had to serve. Starting from the ground up, we addressed the concrete pain points of the teams involved in the process. These were the key challenges:

Manual operations: Tasks such as managing and modifying product codes or renaming files were manual, leading to delays and a high likelihood of errors

Difficulty in retrieving content: Without a centralized file classification system, finding assets often took an excessive amount of time.

Fragmented activity management: Traditional planning via email and Excel spreadsheets resulted in inefficient management of internal and external resources.

Content duplications: Many products were photographed multiple times at different stages of the process (e.g., for B2B and e-commerce), wasting resources and time.

Inconsistent content across channels: The absence of a centralized system for sharing shooting guidelines and monitoring production often led to discrepancies across channels.

The Solution Implemented

After mapping workflows, resources, and channel requirements, we collaborated with GUESS to design a new process. Powered by technology, this process eliminated nearly 40% of content duplications while increasing both the quality and quantity of available assets.

In less than a year, GUESS transformed its operations, moving from a 50 sqm photo studio to an 800 sqm Digital Content Factory. Equipped with 13 Hyphen Shooting Line (HSL) sets, this facility now meets all photo and video content needs for sales campaigns and e-commerce.

At the heart of this new Digital Content Factory is the Chalco Shooting Solution, implemented to manage the entire photographic process. This includes defining technical and creative guidelines, assigning tasks and shooting resources, managing post-production approvals, and adapting content for different channels.

The equipment, part of the Hyphen Shooting Line (HSL) series, includes HILP sets for still-life and technical worn shots, ELEMENTS sets for creative worn shots, and a range of studio optimization accessories, such as custom-dimensioned HSL Ghost mannequins, 3D printed specifically for GUESS.

We talked about:

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