From the first week of my placement I was introduced to the stages and processes required to establish a retail division and brand on the photo sharing application, Instagram.
I set out with the one40william office iPad to begin taking interesting and intriguing photos of the retail sector of 140. At first, I found it difficult to take images that would capture the attention of 140’s target market and be different enough to stand out from the crowd. It was also problematic to take images utilising products by yourself, as a pair of extra hands is needed to hold the product in a particular manner to get the right shot. After a few days of taking photos, trialling different angles and using the sales assistants in the retail shops to wear some of the clothes and jewellery I finally captured a handful of images that would be useful.
I was able to bring ideas beyond the way a ‘normal product’ is viewed and create images that are both different and stimulating. This was the beginning of the 140 Instagram account.
Alexandra Wheeler 