DAM for Marketing: Victoria's Secret unvailed
Michael Moon interviewed B.J. Gray from Victoria's Secret and reveals some very focused arguments for a digital asset management scenario.
Even though the moren then 1000 stores a responsible for more than twice the turnover compared to online sales, a technical agiliity with high end digital photography is extremely important.
Color corrected assets with associated metadata for retrieval and usage rights managements were key for jumping into a DAM process but saving more than 350.000 $ annually in shipping and handling costs didn't hurt.
With online access to the DAM solution, Victoria's Secret started the DAM workflow right at the beginning: the photo shooting. This enabled creative directors to access and select the very best photos suited for marketing and advertising.
Read the full series.
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