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Metail partners with innovative German e-commerce photography operation

Lauretta Roberts
28 September 2017

British retail technology business Metail has partnered with Berlin-based Fast Forward Imaging (FFWI) to use its innovative digital process, Composed Photography, to help retailers dramatically increase efficiency in their online photography operations.

Composed Photography eliminates the need for models and garments to be shot together. Models are photographed on their own in different angles, poses and styles, from which brands can choose a pool of images to use. In turn, the garments are shot separately, using Composed Photography’s automated process which "digitally dresses" the models using Metail’s digitisation software (the above images show a model "dressed" using the software).

This process allows models to be in a different location from the clothes providing flexibility, cost efficiency and control to the retailer. In effect retailers can eliminate the need for expensive studio photography and only have to pay for each image selected. Composed Photography gives brands (currently those based in Germany, Switzerland and the Netherlands) access to professional models, leading photographers and experienced crew to ensure high quality images.

“Retailers all around the world realise how crucial it is to make the online shopping experience as personal, smooth and engaging as possible. For almost a decade, our technology has been helping retailers do exactly that for millions of consumers,” said Tom Adeyoola, founder and CEO of Metail.

“We’re very excited to partner with another highly innovative company in FFWI, allowing us to bring the new Composed Photography technology closer to brands in Germany. It is a powerful technology that will relieve them of the burden of ecommerce photography operations by making them cost-effective, simple and providing consistent outputs,” he added.

Metail has made its name with its MeModel technology, which is currently used by more than 7.7m consumers globally to create a bespoke 3D model of themselves to "try on" clothes online before buying. The partnership pairs Metail's technology with FFWI’s capabilities as a leader in studio photography in Germany with the aim of helping retailers increase productivity of ecommerce photography, improve control of output and "untangle the processes and burdens of the logistical operations of organising a clothing photoshoot".

The businesses hailed the deal as a great example of increased international retail tech collaboration "despite geo-political turmoil and market uncertainty". Anna Rojahn, CEO of Fast Forward Imaging added: “Based on our experience in ecommerce photography, we believe in the powerful impact this revolutionary process will bring to German brands’ ecommerce imagery. We are delighted to partner with Metail and provide dedicated space for their disruptive technology in Germany, allowing retailers from both Germany and adjacencies to have the opportunity to benefit from the remarkable innovations that Metail’s technology brings to both online shopping and photography operations.”

Composed Photography is now available for bookings in FFWI’s studio in Berlin. Retailers can send their garments to the new studio to be photographed and digitised.

This latest deal follows on from a partnership Metail made with Benit, the technology arm of South Korea’s fourth largest conglomerate Kolon in March of this year. That deal significantly increased Metail's reach in Asia since South Korea is the world's 7th largest fashion market and APAC's 3rd largest e-commerce market. Following on from that deal the business, which was founded by Adeyoola in 2008, secured £10m of investment from Hong Kong Apparel manufacturer TAL Apparel.

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