From Paris to Basel, Tally Weijl photo products travel between the first office that designs the clothes and the second office that handles their marketing and distribution. The image is central to all in-store or online marketing campaigns. Managing photos of several thousands of products and distribute them in multichannel, is not so obvious. There are many models, their life cycle is complex and the rythm is very fast. Marc Reinhart, Project Manager, gives us his approach of visual products flows rationalization.
How are organized the teams in charge of product development ?
At Tally Weijl, our teams are divided between Paris and Basel. Our products are designed in Paris in the design and « buying » office and that makes the collections. Our teams in charge of logistics, e-commerce, marketing is in Basel. Despite the distance, it is essential that these teams have the same information about the product. In terms of product information, we have a PLM tool (Product Lifecycle Management). However, for images, we had no better than a shared directory. We have therefore chosen to equip ourselves with a DAM software to complement the PLM. It can collect and share in real time all the media products.
Is the volume of your picture products important?
We obviously need the pictures of end products that are posted on our Website (photos of flat products, worn products …) but that’s not all. We also decided to integrate the intermediate pictures: the first drawings, the first prototypes, the first drafts of the industrial product, etc … Each step of the product life is drawn. Our teams can consult in every moment and visualize the status of our collections.
How many products are pictures you have to manage?
We have about 80,000 photos on the Keepeek tool. It is possible that we are asked to photograph a same product 10 to 15 times, which greatly enhances the image database. The samples are also photographed. The tool allows us first and foremost to sort the latest visuals and to perform quality control on those that will be used by e-commerce.
How do you feed the base?
We have acquired a photographic table, we take pictures of the flat products or on plastic or human model, according to the needs and they feed the Keepeek base.
Keepeek is also connected to our PLM. This is to get all the information to index the pictures. Other modules have also been implemented to ensure the uniqueness of photos and visual products versioning.
Beyond the teamwork, what is your use of those photos?
One of the great advances of this new device is to automatically feed e-commerce. The Keepeek tool was a great help because it generates all formats we need. But we also have other cases : for inventory management, the photos are used to find the products.
If you were to retain a high quality of Keepeek tool?
Its versatility. The tool is able to satisfy all teams from e-commerce to supply chain. It is very flexible because it can adapt to changes in our processes.
I also want to highlight the reactivity of the support teams that have always been of great help.
Tally Weijl is an international brand creation and production of clothing and accessories for girls and young women. Founded in 1984 by Tally Elfassi-Weijl and Beat Grüring, Tally Weijl has 780 stores in 38 countries.
Discover their collections here: https://www.tally-weijl.com