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N Brown improves online visuals with HILP technology studio

UK-based online retailer, which operates brands such as JD Williams, Jacamo and Simply Be, has opened what it describes as the largest hyphen interactive live photo (HILP) studio in the world to help boost its eCommerce imagery.

The HILP technology is a feature of the company’s in-house photo studio in Manchester, Studio 360, and is designed to enable fashion retailers to speed up the time between photography shoots and publishing the images on their websites. The tech is said to offer a premium quality, too.

Integrated into booths, the technology will enable N Brown to deliver stills, model moving assets, 360 spins and stop/start motion within minutes. Using the system, these images can then be quickly and easily converted to a format suitable for online publishing, N Brown explained during a recent launch event featuring brand ambassador Andrew Flintoff.

Within the HILP studio there are five photo booths in total, and this investment is the latest step in N Brown’s transformation from catalogue and multichannel retailer with stores, to an online-first business. N Brown says products will now be ready for online merchandising in hours, as opposed to days.

Alongside the studio at N Brown’s central Manchester headquarters is a green room to ensure models can relax and prepare themselves for each shoot in comfort.

Ralph Tucker, chief product and supply officer at N Brown, commented: “This is an exciting step forward in our eCommerce capabilities, pushing N Brown to the forefront of UK online retailing.

“We now have the ability to offer products to our customers quicker than ever before and can provide improved visuals with 360 and HILP motion product assets to further improve our customers’ experience.”

N Brown has worked with Hyphen UK to bring the new studio to life.

The group is battling tough industry headwinds, with first-half sales down 3.1% year on year to £304.5 million. It is also still searching for a new CEO following the sudden departure of Angela Spindler last September.

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