Wayne Lapasa

Sharing my Digital Marketing thoughts one post at a time.

Month: October 2016 (page 2 of 2)

Image Composition Ideas for Capsule Toronto Instagram

Visuals sell product

Capsule is a recognized sneaker boutique based in the Toronto area.  The 16-year old company has built a reputation for their consistency in carrying the most popular shoe brands, complimented by the latest and emerging street wear brands on the market.  Capsule has been known to have line ups for days leading up to a highly anticipated product release. They have 3 locations in the Yorkville (including a show room) and Markham area to better serve the GTA.  Their target market focuses on the 18-34 age group, who are fashion forward minded consumers.  The following 3 image composition shots that will be discussed below in this blog post are suggested visual ideas, to promote and sell products for their Instagram account, which has over 20,000+ followers.

Image Composition 1

Knolling your role

This image uses the popular knolling composition, which is an overhead view display that gives the viewer a great look at 3 different products.  This would be a great look for Capsule, simply for the fact that their customers are always looking for a combination of ideas on how to integrate their wardrobe from head-to-toe.  The jacket provided is by Roots of Fight, an apparel company that celebrates vintage sports icons, the hat is a retro Brooklyn Dodgers cap from New Era and the Jordan Brand shoes are the iconic 1996-1997 Air Jordan 12 model.  The common denominator between all 3 black/grey colored products is that they incorporate wool material, which is an appealing look for the current fall season.

Camera: OnePlus 1 smartphone
Image Size: 840 x 840 pixels
Filter: None
Lighting: smartphone flash
Suggested Hashtags: #rootsoffight x #miketyson x #brooklyndodgers x #brooklynsown x #airjordan12wool x #airjordan12 x #wearejordan x #hatclub x #wool x #fallfashion x #swag x #baddestmanontheplanet x #jordanbrand x #jumpman23 x #knolling

Image Composition 2

Figure to ground image composition

One of the most popular nicknames a shoe collector is often referred to is a sneakerhead.  And one of their most popular hashtags that they use on social media to define their shoe collection is known as shoe porn, a playful term which has an addictive connotation to it.  If there could be a satirical composition to describe the image, it would have to be POV!  In all honesty, Figure to ground is the primary composition.  This shows the product on foot which is the Air Jordan 6 Maroon model, originally released in 1991-1992.  The Ludwig filter from Instagram was applied to brighten the image of the shoe.

What we see here are two clean primary colors in white and maroon, which is another fall season tone.  The secondary product in this shot is the Zanerobe jogger pant, which is a must have item for fashion enthusiasts.  The stand out feature is their cuffed bottom that prevents the tongue of any high top shoe from being hidden from a pant leg hovering over.  While this image is clean and polished, it also serves as a double meaning with a fashion tip as well.

Camera: OnePlus 1 smartphone
Image Size: 819 x 1024 pixels
Filter: Ludwig (Instagram)
Lighting:  Natural room lighting
Suggested Hashtags: #airjordan6 x #airjordan6maroon x #jordanbrand x #wearejordan x #zanerobe x #joggerpants x #streetwear x #burgundy x #maroon

Image Composition 3

It’s 1996 all over again.

This black and white image portrait features one of Nike’s most iconic shoe designs.  The Nike Air More Uptempo shoe originally released in 1996.  The shoe saw a retro re-release brought back in spring 2016.  This model is widely known for its large “Air” logo design, surrounded by black synthetic nubuck material. Image composition uses a simplistic approach, with a clean and polished visual.  Capsule has built a reputation for its visual simplicity in their Instagram posts.  The popular Clarendon Instagram filter was applied to brighten and intensify a popping color image effect.  This visual fits in line with the brand’s desire to produce eye catching imagery through their social channels.

Camera: OnePlus 1 smartphone
Image Size: 840 x 646 pixels
Filter: Clarendon from Instagram
Lighting: Natural room lighting
Suggested Hashtags: #nikeair x #nikeairmoreuptempo x #scottiepippen x #retrokicks x #oldschoolkicks x #igsneakercommunity x #blackandwhite x #clarendon

Two Business Strategies that compliment one another with some Helpful Links

Business Strategies 101

The first time I heard of S.W.O.T. Analysis, I had no clue what it meant. To be honest, the first thing that came to mind was probably this movie! So I started doing what mostly everyone who is tech savvy does and needs answers…I went ahead and did a Google search.  I typed in “What is SWOT analysis?” and the first result on the first page that came up was so informative, I spent at least 10 minutes on B Plans‘ post taking it all in.  I break it down in the first half of my video post above that I want to share with you.  I now know if I ever end up deciding to open up my own sneaker boutique, I will definitely start with this business strategy.

So let’s say for example I end up opening this sneaker shop of mines and it takes off.  I then imagine myself at the 5-year mark of my business and I have to re-evaluate some of the products that I carry in my store.  What should I keep and what should I let go?  I found this resourceful YouTube video by The Revision Guide that talks about the foundation of the BCG Matrix strategy, which is great for existing businesses who need to continue with their long-term strategic planning.  It is not a complex strategy to learn, but just like the video itself, it provides the fundamental understandings of what is working and what is not. Check out my critique in the second half of my video review on these two helpful resources.  Note to self: It’s time to upgrade my laptop with a built-in HD camera!


Berry, Tim. “What Is a SWOT Analysis?” Bplans Blog What Is a SWOT Analysis Comments. Palo Alto, 11 Aug. 2016. Web. 09 Oct. 2016. <http://articles.bplans.com/how-to-perform-swot-analysis/>.

Hanlon, Annmarie. “How to Use the BCG Matrix Model.” Smart Insights. YouTube, 12 Jan. 2016. Web. 11 Oct. 2016. <http://www.smartinsights.com/marketing-planning/marketing-models/use-bcg-matrix/>.

Portfolio Analysis – Boston Matrix / BCG Matrix. Prod. Apsara Sumanasiri. Https://www.youtube.com//RevisionOnline. YouTube, 8 June 2014. Web. 09 Oct. 2016. <https://youtu.be/1gZmmlKl6uk>.

Taylor, Nicole Fallon. “SWOT Analysis: What It Is and When to Use It.”Business News Daily. Purch, 01 Apr. 2016. Web. 09 Oct. 2016. <http://www.businessnewsdaily.com/4245-swot-analysis.html>.

Newer posts

© 2018 Wayne Lapasa

Theme by Anders NorenUp ↑