How the Widen Digital Production Process Helps Marketers Save Costs, Improve Efficiency and Shorten Time to Market

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From capture to distribution, Widen helps marketers save costs, improve efficiency and speed time to market with its array of digital production services. 

Widen Photographic Capture

Photographic Capture

Specializing in tabletop and lifestyle digital photography, particularly for the apparel industry, Widen is able to reduce photography time and costs by capturing only a neutral color garment of a particular style instead of photographing every color swatch needed to bring that product to market.  This method dramatically reduces photography costs and model time because it greatly reduces the amount of products to shoot.  Products are captured according to the client’s pre-determined product display standards.  For example with these apparel garments, Widen photographers shoot three-quarter front and back views of the item on a mannequin.  Captures are tagged and instantly delivered to Widen’s digital production team who then create the full line of products. 

Widen Digital Production Neutral Sample

Digital Production

After the captures are taken, Widen color retouching specialists apply the necessary colors and special markings according to the client’s technical specifications, thus creating all color swatches and product variations.  This process is formally referred to as “digital sampling” for the apparel market.  This process is manual versus automated for the purpose of producing superior quality hi-resolution images that accurately represent the physical product.  Final images are created for both print and web use.  Benefits derived from this process include: reducing physical sample cost by marketing digital samples without physically producing all of the products, improving time to market with a process that previously took weeks or days to one that now takes only a couple of days to a couple of hours.  Intangible results for the client include improving brand consistency by accurately displaying all products available for sale in addition to improving market penetration by marketing the full line of products.

Widen Digital Sample of Wisconsin Badgers Sweatshirt

Web-based Collaboration, Management & Distribution

Widen also develops web based digital asset software for collaboration, approval tracking, management and distribution of digital files, an industry defined as digital asset management (DAM).  Widen speeds the approval process by allowing clients to instantly review the digital samples (digital assets) online and make comments, annotations, and order immediate changes.  Once the digitally produced file is approved by the client, they are available in a web-based, password protected, client-branded website where key internal marketing teams and external sales / distribution channels or retailers have access to download official product images.  Based on the level of permissions, users can download hi-resolution CMYK images for print use or lo-resolution RGB images for the web.  All files are instantly converted to the necessary output type from one master file type so that multiple formats of the same file do not need to be stored.  The Widen online DAM system is equipped with a number of features to manage images rights and access levels.  One of the hottest features and trends is publishing digital samples to online sources using digital asset embed links where the master file displayed online is referenced in the Widen DAM, which is the master repository.

Widen Collective Web-based Digital Asset Management

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