The Results Achieved (2024)
146k
Totale asset produced
-35%
Time to market
-100%
Duplications
The Initial Need
“Abbiamo persone, freelance, attrezzature, ma ci manca qualcosa che colleghi tutte queste risorse.”
Una richiesta molto puntuale, quella di Guess, ma che apriva a un mondo di ottimizzazioni possibili. Una direzione chiara e la consapevolezza di dover aggiornare flussi e processi prima di introdurre le soluzioni tecnologiche.
Siamo partiti quindi da un’analisi dei flussi di produzione esistenti, delle necessità del business e delle peculiarità dei canali che la produzione di contenuto doveva soddisfare. Siamo partiti dal basso, dai pain point concreti dei team coinvolti nel processo, questi i principali:
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 → Manichini HSL Ghost, 3D printed specifically for GUESS.
