kadewe.de / Photo Studio Launch
The Challenge
When I joined, kadewe.de had no in-house photo studio. E-commerce imagery was produced through a low-cost setup near the Dutch border — nowhere near the visual standard needed for brands like Acne Studios, Jacquemus, and Givenchy.
The Insight
I audited return rates across fashion categories and found women's jackets and jeans were returned in up to 60% of cases — the highest of any category. The imagery wasn't showing customers enough to judge fit, fabric, or drape before buying.
The Case
I built a business case connecting the return-rate data to a proposal for an in-house studio, backed by a 360°, premium e-commerce photography guideline — including how to style luxury brands that could only be shown certain ways, or paired with certain other brands. My assumption was that with more imagery and information, the customer can make an informed buying decision, reducing the gap between online expectation and the actual shipped item.
The Execution
Once approved, I sought an external partner, with whom I built a cross-functional production team — photographers, image editors, copywriters, and model scouts — and ran daily studio operations to keep quality and brand consistency across every shoot.
The Result
Return rates in the affected categories dropped from 60% to 40%. The online shop kadewe.de also gained a more lucrative repositioning, offering an elevated customer experience online.
