Study On Wedding Photography And Strategic Business Plan

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Study on wedding photography and Strategicbusiness plan for wedding photography Studio- Master thesis for the academic degree Master of Science Summer term 2010Examiner: Lisbeth Svengren HolmSupervisor: Thorbjörn MagnussonStudents: Jiashen Han (X090207)Jing Ning (X090208)Muhammad Kamran (X090241)1

Herewith we assure that the present master thesis has been written independently and noothers as the given sources have been used. All executions and thoughts form other writingsliterally or basically were taken, are marked, and the work in same or similar version yet wasnot presented to an exam authority before.Borås, May 2010Signature: Jiashen HanSignature: Jing NingSignature: Muhammad KamranThis thesis is finished as part of the master level degree in fashion management at universityof Borås, Sweden. We would like to say many thanks to the people who gave us greatsupport during this period: thanks to our supervisor, Mr Thorbjörn Magnusson fromUniversity of Göteborgs (Sweden) for his warmhearted guidance and constructivesuggestions; thanks to Mr Marcus Schoenherr for his hospitable invitation to the realSwedish wedding ceremonies; and also many thanks to all the couples who took part in ourexperimental photography and the volunteers who spent their precious time during theinterviews.Jing Ning ,Jiashen Han & kamran MuhammadBorås, 26. May 20102

AbstractWedding traditions and customs vary greatly between cultures, ethnic groups, religions,countries, and social classes which obviously will influence the wedding photographyservices. This thesis is aiming to reveal different characters of wedding photographic marketin Sweden, China and Pakistan and give an overview, including history and trends on thethree distinctive markets. Through the comprehensive comparison, the main points areconcluded. Firstly the wedding portrait in Chinese market could be the possibility to enterinto Swedish market, together with styling and rental services. Secondly the variousphotographic styles could be innovations to meet different visual needs in the Swedishmarket. In addition, the traditional cultures are not recommended to enter into the Swedishmarket. But there is still possible for Mehndi (henna) on the palms and feet from Pakistan tobe in the market with adjustment in another way.To aim at entering into the Swedish market by mixing with unique Asian visual characters, anentire business plan is presented, including the company overview, marketing analysis,marketing strategies, and future plan for wedding photography service.3

Table of ContentsAbstract . 3Chapter 1 Background. 61.1 Introduction . 61.2 Purpose. 61.3 Delimitation. 71.4 Methodology . 7Part 1 Wedding Photography Development . 9Chapter 2 Overview of wedding photography . 92.1 History of wedding photography . 92.2 Current trends in wedding photography . 12Chapter 3 Discussion and comparison .143.1 Evaluation criterion of wedding photography . 143.2.1 Swedish Wedding Photography . 163.2.2 Chinese Wedding Photography . 193.2.3 Pakistani Wedding Photography . 28Chapter 4 Conclusions and Recommendation .37Part 2 Strategic business plan for wedding Photography Company . 38Chapter 5 Description of business .385.1 The company overview . 385.2 Company Name and Graphic Profile . 38Chapter 6 Marketing Analysis .406.1 Market Segments . 406.1.1 Basic characters in the Swedish market . 406.1.2 Questionnaire Results on Photography . 426.2 Competitive Wedding Photographers . 456.2.1 Brief descriptions . 456.2.2 Photographic Style Analysis . 484

6.3 Potential Market . 506.3.1 Potential consumer . 506.3.2 Future Trends . 50Chapter 7 Marketing Plan .547.1 Target Group . 547.2 Marketing Mix . 547.2.1 Product and service . 547.2.3 Promotion. 597.2.4 Distribution. 617.3 Positioning . 627.4 SWOT . 65Chapter 8 Conclusion and Future Plan .688.1 Conclusion . 688.2 Future plan . 688.2.1 Business scope . 698.2.2 New business of wedding videography . 698.2.3 Rental Service . 698.2.4 Markets expansion. 698.2.5 Timeline for future plan . 70Appendix . 71Reference . 725

Chapter 1 Background1.1 IntroductionSince Adam and Eve tried the golden apple, the relationship between a man and a womanhas been unique and fated by God. Cultural roots, ancestries, and religious beliefs haveshaped marriages for thousands of years1. To witness love and relationship, wedding iscelebrated with a rich history. Wedding traditions and customs vary greatly between cultures,ethnic groups, religions, countries, and social classes. But one thing in common is thatbrilliant wedding images could be always memorable for couples and their families andfriends.That pictures today surround us is obvious to everyone who can see. We take pictures withour own cameras and we see pictures taken by others-both amateurs and professionals.Photographs are used by both artists and professional photographers. 2 As the topic ofphotography has been discussed a lot, and in this study wedding photography is the primaryfocus. The wedding traditions and cultures in different area worldwide are part of the study.Based on that, a strategic business plan is made to enter in Swedish market with differentculture backgrounds. But why Sweden-a market with low marriage rate in the world? Thereason for the author to make plan entering into Sweden is that the market is unsaturatedwhich means there is huge potential room for new entrance. Moreover, people will not trynew service until they see something inside attractive. Through the research of weddingphotography, the business plan is aim to combine different cultures and create photographsin a fashionable way.1.2 PurposeThe purpose of the study is firstly to present the development of wedding photography indifferent geographic areas and make a comparison. Thus, feasible strategic plan to start anew business in Sweden is made by mixing different cultures and creating fashionablephotographs.1Source: ing-traditions-2.asp2Patrik Aspers. Markets in Fashion. City university 36

1.3 DelimitationThis thesis is about how to build a wedding photography studio in Sweden. All of theinterviews, research, competitors, and strategies are focused on the Swedish market. Owingto the lack of time, only 50 interviews on photography service were conducted in total, eventhough it was highly cognized that this is a small number of participants to draw any seriousconclusions. Wedding traditions and photographs from Sweden, China and Pakistan areselected to discuss, this is because the authors have background in China and Pakistan, theyare more familiar with the markets and have desire to bring innovation to Sweden.The wedding traditions vary from country to country, and even in one country, it varies fromdifferent geographic areas. So the traditions presented in this study is the most popular andtypical ones.1.4 MethodologyEmpirical information in this thesis was collected through a qualitative approach in order togain a deeper understanding of the topic. Various interviews were conducted face to face, viae-mail and online survey.The thesis involves a market research of the interviews with 50 people on the purpose toknow more about what image styles the Swedish people like to have for their weddingalbums, and what actually they think the route for wedding photography service should be.The interviewees are selected from streets in random or in the wedding dress stores whopotentially have the plan to be married or attend wedding ceremonies. The results from theinterviews were analyzed and interpreted for further writing in the thesis. The researches onwedding photographs were developed with the help of secondary data and personalexperience. Secondary data comprised literature such as books, scientific magazines, reportsand the internet. Besides the secondary data, the authors were invited to attend Swedishwedding ceremony as photographers so as to make Swedish market analysis realistic. Thesources used for analyzing the weddings in different counties like China and Pakistan aremore personal experience along with the known rituals in the countries which aresometimes known as traditions. As it can be seen in the photography parts, the pictures areoriginally from the traditional weddings which are exhibited in the thesis.7

The chosen four photographers in photographic analyzing part are chosen all over theSweden, having ranking on WPJA listing who are from big cities like Stockholm and Goteborg,also Mari Gustafson, the photographer who is well developed in the small cities, such asBoras, so as to cover the whole Sweden for analysis.It is not easy to get valuable information from the Swedish market for the authors as foreignstudents. During the thesis conduction, the problems encountered firstly, the intervieweesshould know about the wedding market, otherwise the comments somehow will not bereferred. Considering this to find people who are somehow involved in a wedding or whohave ideas on this area.The second main problem which can be encountered to the newcomers in this weddingphotography filed to have the practice shoot before stating the business, and is how toconduct successful shooting activities with the right dresses. It took time to find weddingdresses also at the beginning; they have to make a portfolio to find the dress for weddingphoto shoot. Then another problem that would occur is to find suitable models. Couples whodo not have married plans seem shy to wear wedding dresses. This problem can be avoidedby sending mass mails to students in the school which can help to find the couple.8

Part 1 Wedding Photography DevelopmentChapter 2 Overview of wedding photography2.1 History of wedding photography 3The history of wedding photography begins in the early 1840s. During this period,photography had very little commercial use, but the idea of creating memories of thewedding day was already born.Due to the equipment limitations in the 1800s, there was only a daguerreotype portrait on atiny copper sheet, not like today have paper photographs, multiple photographs, and albums.However, as the years passed, technology changed how photographs were produced andpresented. In the beginning of the 20th century, the color photographs became possible, butthe production process was not developed well until the 1950's. Colors shifted and fadedafter a short period of time, so photographers continued to work with black and white films.It can be seen from the below pictures which were took in 1874, 1915 and 1943.Photo 2.1, 2.2 and 2.3Date: 30 April 1874 4Date: 19 February 191953Source: 01 January and Georgiana Dawson poss wedding 01 Stamford.jpg 2010.06.309

The wedding photography techniques remained the same until the end of WWII. However,after that period, the portability of small, newly designed cameras was born. Photographersusing their new portable roll film based cameras and compact flashbulb lighting to shoot awedding event and then try to sell the photos to the bride and groom. Some of them weremilitary trained photographers, but most were amateurs. Despite low quality results, thecompetition is very fierce in this industry. Therefore, it forced the studio photographers tostart working on location. Trying to imitate the studio settings, photographers would have tobring heavy photography equipment and bulky lighting to wedding locations. The belowphotos were shoot outside of studio in 1969.Photo 2.4Date: 30 August 19697Before the early 1970s, it was practically the only style of wedding photography that is withbeautiful poses created in a studio or on location using studio quality lighting. It was calledtraditional wedding photography style, and this style has been practiced for more than ahundred years. However, a dynamic change in the photo industry evolved changing thetraditional wedding photography style into a new style called wedding photojournalism ordocumentary style: in other words, the style which captures the wedding as it unfolds. Thephotos 2.5 and 2.6 are captured the moment of the wedding erwykjohnmarjory.JPG 2010.07.016Photo: 761 2010.06.307Photo: 680810

Photo 2.5 and 2.6Date: 01 March 19758Date: 18 October 19889While both styles have advantages and disadvantages, neither of them are the primary stylefor most professional photographers today. Clients began requiring a mixed or blended styleof wedding photography now. And with the invention of digital photography, new creativeopportunities emerged. The first digital cameras for the consumer-level market that workedwith a home computer via a serial cable were the Apple QuickTake 100 cameras on t heFebruary 17, 1994 10. The below wedding photos 2.7 and 2.8 were taken in s/mom dad ages/wedding 3 1 0.jpg10Source: italcamera.htm11

Photo 2.7 and 2.8Date: 13 September 200311Date: 2008 12Digital cameras allow deeper reportage of the event with unlimited amount of photographstaken, and great design opportunities. It is obvious that the future belongs to digitalphotography.2.2 Current trends in wedding photographyWedding photography is an embryonic ground that requires imaginative talent, visualization,and highly technological expertise. In the past wedding photography always related to thelimited stiff posses without much regard for the underlying tale, sentiment, romance, andbehind the scene events of the wedding day.Though there is still a large segment of the wedding industry that practices conventionalphotography with its preplanned shoots, and recreation of the wedding climax events suchas the kiss, and the ring exchange, etc. Nowadays the modern wedding couple asks for morefashionable approach for their wedding days.Wedding photojournalism is in vogue for the last decade. The main idea behind it has beento capture the wedding event exclusive of any interference or direction from the weddingphotographer. The photographer is there to capture the real essence of that day. In the resultof this practical approach the capturers are a true representation of the wedding day.A number of photographers offer a hybrid approach to wedding photography, usually a blendof traditional and journalistic wedding photography. In this approach the photographer11Photo: o: nalism-4/12

mainly focuses on documenting the wedding event but this coverage also includes a sessionwith the couples for formal posed or semi-posed pictures along with the family groupphotographs.13At the back the scenes photos are also gaining steam. These are pictures that are captured ofthe bride, groom, and guests when they are preparing for the ceremony or the reception.To go along with behind the scene photos, guest reaction captures are also becoming verypopular. As toasts are given, and other important events unfold, the photographer can catchthe guests in action. This is the best way to get photos that shows the real atmosphere of thewedding.Storyboard albums are also popular. A storyboard album is meant to describe the story of thewedding in a chronological order – when looking back to the wedding photographs from thebeginning till the end there's often an extra sense of accomplishment. These albums can becreating of anything from inexpensive plastic to leather wrapped covers.The latest trend in wedding photography is towards more fashionable approach which isinspired on high-end fashion magazines such as Vogue, Elle, In Style, Cosmopolitan, Glamour,GQ, American Photo, etc. In wedding magazines the photographer hunts for to make thecouple's fantasies real. In the fashion wedding photography approach the main goal for thecouple is to make the wedding couple look at their best. That day couple becomes likewedding celebrities. Attention to the details needs to achieve the perfect look. This fashionapproach requires a great deal of inventive talent behind the camera and also big computerimage editing skills to produce a distinctive photo. Half the photo is made on the camerawith the half of the photos are achieved though digital image artistic editing andmanipulation.13Source: g-Photography&id 768013

Chapter 3 Discussion and comparisonIn this chapter, wedding photography development from different worldwide geographicareas is discussed and compared. Sweden, China and Pakistan as the selected country havetheir unique cultural and traditional roots which affect the trends of wedding photographs.3.1 Evaluation criterion of wedding photographyBefore processing the evaluation of images, it is important to know a little background ofcamera’s development which the evaluation criterion are based on. Since digital camera hasits advantages in cost, convenience and quality comparing with film camera, today weddingphotographers prefer using digital cameras instead of film ones. Regarding to cost,photographers do not need to pay for the film and waste films or unusable prints. Regardingto convenience, photographers will know immediately if they have captured the momentsand if the pictures are worth saving when they are using digital ones. Hundreds of images ona single memory card offer more pictures to choose. Regarding to quality, digital camerashave a wider latitude and better color fidelity between highlights and shadows, than film 14.In addition, graphic editing progammes, such as Photoshop provide the opportunities tocreate various and fancy effects on the digital images. Below evaluation criteria is suitable forthe digital cameras.ATPI(Association of Texas Photography Instructor) has developed created a critique sheet 15to help both judgers and photographers to evaluate photographs which include fiveimportant aspects, the technical quality, composition, subject matter, originality andmeaning.-Technical qualityTechnical quality includes the proper exposure, good use of flash when needed, good use ofavailable light when no flash is used, sharp focus or action that is intentionally blurred.14Source: ource: f14

-CompositionThe forms, lines, tones, textures, shapes, hues, patterns, and balance within the photographcould be the factors contribute to good composition. It also includes simplicity, keepingunwanted objects out of the frame.-Subject MatterSubject Matter should be appropriate for the photographer’s ability and equipment.Shooting the wedding ceremony sitting on the second floor of church with a 50mm lens isgenerally a poor choice of subject matter. It is always wise to capture the wonderful momentquietly and the subject in the image should be visually respected.-OriginalityOriginality presents the uniqueness and attention-grabbing. A good photographer willalways be ready to create innovations which could engage the curiosity of the viewers alsoappeal to the viewer’s emotions. The photograph should be unusual in some manner toattract attention. A good photographer will invoke the subject to feel free to create andrelease emotions to express them.-MeaningA significant photograph must mean something. Its meaning gives “soul” to the images . Itnot only gives the satellites but also express the emotions of the subjects.There is no guideline or accepted standards for wedding photographic evaluation, but thephotographs evaluation in general could be used also as the basic rule. Nowadays, thewedding photographers prefer to be innovative to create pictures against the normal way,like using over exposure, unique shooting angles and etc. The main subject in the pictures,couples should feel free to do postures inspired by the wedding photographer. In addition,as wedding pictures are people oriented which means the styles, from dressing to hairmaking up are focus in the pictures. Meaning of wedding pictures is the soul of the image sothat viewers can feel the happiness, lovingness from excellent wedding pictures.15

3.2 Wedding photography from different areas of worldwide3.2.1 Swedish Wedding PhotographyIn Sweden, to hire a photographer to capture the life’s best moments on the wedding day isreally popular. In general, couples mostly ask local studio photographers or their familiarphotographers, friends to record the ceremony for them. The only thing offers by studio is totake the photographs. Therefore, brides have to hire professionals to handle their dresses,the makeup, hairstyling, and etc. or styling by themselves and with the help of friends.Normally, the Swedish bride and groom hold their wedding in churches. So when theyarrived, photographer starts to shoot every detail, which is relevant to the wedding, such aschurch, guest, children, flowers, reception, bride, groom and their family members. However,some couples pay more attention on the ceremony, they also invited photographer to theirplaces and restaurants before and after the wedding to record the moments of exchangingthe wedding rings, dress, shoes, cakes, and candies. As a professional weddingphotojournalism/photographer, he should take natural shots without any people beingaware of his presence, tells the whole process of the wedding visually, and manages tocapture the unique atmosphere of the wedding. However, some couples also askphotographer to take traditional wedding photos outside of the church for them and theirfamily members with beautiful poses during the wedding day. The below photos are takenfrom a real wedding in Gothenburg, and from these photos can be clearly seen how theSwedish wedding photographer coverage a wedding for couple.16

Photos 3.1 to 3.1117

The photos taken with the high colors filled with love and emotions in it to explain thewedding celebration day, and the elaborate story which can be reflected from the picturestaken like the photo 3.1 with the I Phone which with two rings on it having wedding date, asthe cell phone already shows the connection and same with the two rings. The technique,which also covers this picture, is the photographer has taken the rings in the focus whichshows the subject matter more prominent and creates the view as combination of love andrelationship.The captured photos mostly have the pictures before the celebration in preparation andmakeup moments, which can be captured to tell the story. Some of the couples ask thephotographer to take the photos for the place along with the moment called “Vow” and thisis the most traditional pose mostly all the weddings photographers takes. The cake for thewedding has an important place by itself, which can be seen in almost all the weddingalbums. The cards and the food along with the details are captured as the food menus arearranged for the guests also at the end the family photo are always covered with full family18

to show the appearance and devotion for them.In Swedish markets, the established photographers have their own identifications of pictures.Most of pictures are clear and simple and the photographers try to capture the momentsquietly. Photographers need to carry different equipments to be more flexible with differentshooting angles in the church. The techniques of photography are well developed. Thelocations are chosen mostly in nature, such as lake, grass, bridge and park.3.2.2 Chinese Wedding PhotographyWith the rapid growth of Chinese economy, the people continuously improve the quality oflife, and they chasing the pace of fashion more and more quickly. It causes the rapiddevelopment of Chinese wedding industry; new wedding photography is also higher for theexpectations and requirement. So from 21st century, the wedding photography studio is verypopular in the Chinese market. People start to pursue the personalized wedding photograph,and want to be different and add unique elements to the wedding ceremony.Nowadays, there are two main styles of wedding photographs in the Chinese market, one iswedding portrait, and another one is wedding photojournalism. Normally, before one or twomonths of the wedding ceremony, the couples will take wedding portrait in a specific daywith particular styles and themes designed by wedding photography studio. All the styling ofbride and groom are designed by that studio, which including makeup, hairstyling, dressing,shoes, and even adornment. Besides that, wedding photography studio also needs toarrange different backgrounds for shooting. A wonderful wedding portrait should includeindoor and outdoor shooting. And from below wedding pictures can be seen the currenttrends of wedding portrait in the Chinese market.The techniques of wedding photography today are well developed, and photographers makeattempts on various techniques to create plenty styles, such as tilt-shift which encompassestwo different types of movements: rotation of the lens relative to the image plane, called tilt,and movem

Part 1 Wedding Photography Development Chapter 2 Overview of wedding photography 2.1 History of wedding photography3 The history of wedding photography begins in the early 1840s. During this period, photography had very little commercial use, but the idea of creating memor

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