Start a fashion photography business by following these 10 steps:
You have found the perfect business idea, and now you are ready to take the next step. There is more to starting a business than just registering it with the state. We have put together this simple guide to starting your fashion photography business. These steps will ensure that your new business is well planned out, registered properly and legally compliant.
Check out our How to Start a Business page.
STEP 1: Plan your business
A clear plan is essential for success as an entrepreneur. It will help you map out the specifics of your business and discover some unknowns. A few important topics to consider are:
- What are the startup and ongoing costs?
- Who is your target market?
- How much can you charge customers?
- What will you name your business?
Luckily we have done a lot of this research for you.
What are the costs involved in opening a fashion photography business?
While there are a number of items you’ll need to get started, your most valuable business tool is your talent and experience.
Industry leaders recommend budgeting for a minimum of $10,000 for camera and studio equipment. This should include:
- Camera and various lenses
- Modifiers - giant umbrella, octabank, scrims, and beauty dishes
- Studio equipment - lighting, stands, backdrops, modifiers, props, floors, backgrounds, and remote triggers
- Computer and editing software
- Backup storage devices
- Professional album creation software
Your startup needs are not limited to just photography equipment. The following business tools will help ensure you stay organized and on track with your marketing strategy:
- Accounting software
- Portfolio - this should include some of your best work and show potential clients that you’re able to work in a variety of settings
What are the ongoing expenses for a fashion photography business?
Your ongoing expenses will be defined by your vision for the company. Many photo shoots will take place away from home, freeing you of the need to invest in a brick and mortar space. Your biggest expense will be time spent on networking, marketing, and travel. Between fashion events, meetings with clients, and photo shoots, much of your time will be spent away from home, where you will incur the typical expenses associated with jet setting across the country (or the world). You will also need to invest in maintenance of your equipment, photo editing software, and equipment replacement when necessary.
Who is the target market?
Ultimately, your target market is defined by your creative vision, personally and professionally. Designers require photographers to capture images of their latest lines, which are displayed in look books. There is at least one magazine that targets every demographic, each of them requiring a photographer who inspires readers. Think Vogue, Rolling Stone, and L’Officiel. Fashion bloggers also have a need for professional photographers and photo editors. Consider your creative goals and then research who has a direct need for those services.
How does a fashion photography business make money?
Fashion photographers are paid a flat fee per shoot, which varies widely depending on the reputation of both the client and the photographer.
How much can you charge customers?
The amount you are able to charge will depend vastly on your experience, skill level, and the clients you work with. Many fashion photographers require a minimum of $1,000 per day, with many averaging anywhere from $2,500-10,000. A wide, yet accurate, range. Those more established you are in the community, the more you can charge; anywhere from $10,000 to $150,000 per shoot, depending upon the client.
How much profit can a fashion photography business make?
Again, this varies, depending upon your region and the type of clients you choose to target. The average profit for fashion photographers is between $52,000 and $69,000. Should you choose to open a firm that includes multiple photographers or offers clients additional services, your profits stand to increase exponentially.
How can you make your business more profitable?
As a photographer, you are only limited by your imagination and the types of projects you choose to take on. Consider expanding your client base to include customers who require product photography for their online stores. Enterprises such as Neiman Marcus have thousands of products displayed on their websites - each item must be photographed from multiple angles. A photography agency, comprised of multiple photographers of varying skill levels and innovation, could prove profitable. If photo editing is your strong suit, market your talents. You would be surprised at how many businesses require such a skill.
What will you name your business?
Choosing the right name is important and challenging. If you don’t already have a name in mind, visit our How to Name a Business guide or get help brainstorming a name with our Fashion Photography Business Name Generator
When registering a business name, we recommend researching your business name by checking:
- Your state's business records
- Federal and state trademark records
- Social media platforms
- Web domain availability.
It's very important to secure your domain name before someone else does.
STEP 2: Form a legal entity
Establishing a legal business entity such as an LLC or corporation protects you from being held personally liable if your fashion photography business is sued.
Form Your LLC
Read our Guide to Form Your Own LLC
Recommended: You will need to elect a registered agent for your LLC. LLC formation packages usually include a free year of registered agent services. You can choose to hire a registered agent or act as your own.
STEP 3: Register for taxes
You will need to register for a variety of state and federal taxes before you can open for business.
In order to register for taxes you will need to apply for an EIN. It's really easy and free!
You can acquire your EIN for free through the IRS website, via fax, or by mail. If you would like to learn more about EINs and how they can benefit your LLC, read our article, What is an EIN?.
Small Business Taxes
Depending on which business structure you choose, you might have different options for how your business will be taxed. For example, some LLCs could benefit from being taxed as an S corporation (S corp).
You can learn more about small business taxes in these guides:
There are specific state taxes that might apply to your business. Learn more about state sales tax and franchise taxes in our state sales tax guides.
STEP 4: Open a business bank account & credit card
Using dedicated business banking and credit accounts is essential for personal asset protection.
When your personal and business accounts are mixed, your personal assets (your home, car, and other valuables) are at risk in the event your business is sued. In business law, this is referred to as piercing your corporate veil.
Additionally, learning how to build business credit can help you get credit cards and other financing in your business's name (instead of yours), better interest rates, higher lines of credit, and more.
Open a business bank account
- This separates your personal assets from your company's assets, which is necessary for personal asset protection.
- It also makes accounting and tax filing easier.
Recommended: Read our Best Banks for Small Business review to find the best national bank, credit union, business-loan friendly banks, one with many brick-and-mortar locations, and more.
Open net-30 accounts
When it comes to establishing your business credit, net-30 vendors are considered the way to go. The term "net-30," which is popular among vendors, refers to a business credit arrangement where the company pays the vendor within 30 days of receiving goods or services.
Net-30 credit terms are often used for businesses that need to obtain inventory quickly but do not have the cash on hand.
Besides establishing business relationships with vendors, net-30 credit accounts get reported to the major business credit bureaus (Dun & Bradstreet, Experian Business, and Equifax Business Credit). This is how businesses build business credit so they can qualify for credit cards and other lines of credit.
Recommended: Read our guide on the best net-30 vendors so you can start building business credit now, so you never have to worry about cash flow in the future. Keep in mind that poor cash flow is the #1 reason businesses fail!
Get a business credit card
- This helps you separate personal and business expenses by putting your business' expenses all in one place.
- It also builds your company's credit history, which can be useful to raise money and investment later on.
STEP 5: Set up business accounting
Recording your various expenses and sources of income is critical to understanding the financial performance of your business. Keeping accurate and detailed accounts also greatly simplifies your annual tax filing.
STEP 6: Obtain necessary permits and licenses
Failure to acquire necessary permits and licenses can result in hefty fines, or even cause your business to be shut down.
State & Local Business Licensing Requirements
Certain state permits and licenses may be needed to operate a fashion photography business. Learn more about licensing requirements in your state by visiting SBA’s reference to state licenses and permits.
Most businesses are required to collect sales tax on the goods or services they provide. To learn more about how sales tax will affect your business, read our article, Sales Tax for Small Businesses.
For information about local licenses and permits:
- Check with your town, city or county clerk’s office
- Get assistance from one of the local associations listed in US Small Business Associations directory of local business resources.
Fashion photography businesses should require clients to sign a services agreement before starting a new project. This agreement should clarify client expectations and minimize risk of legal disputes by setting out payment terms and conditions, service level expectations, and intellectual property ownership. Here is an example of one such services agreement.
Recommended: Rocket Lawyer makes it easy to create a professional service agreement for your fashion photography business when you sign up for their premium membership. For $39.95 per month, members receive access to hundreds of legal agreements and on call attorneys to get complimentary legal advice.
Trademark & Copyright Protection
If you are developing a unique product, concept, brand, or design, it is prudent to protect your rights by registering for the appropriate trademarks and copyrights.
STEP 7: Get business insurance
Just as with licenses and permits, your business needs insurance in order to operate safely and lawfully. Business Insurance protects your company’s financial wellbeing in the event of a covered loss.
There are several types of insurance policies created for different types of businesses with different risks. If you’re unsure of the types of risks that your business may face, begin with General Liability Insurance. This is the most common coverage that small businesses need, so it’s a great place to start for your business.
Learn more about General Liability Insurance.
Another notable insurance policy that many businesses need is Workers’ Compensation Insurance. If your business will have employees, it’s a good chance that your state will require you to carry Workers' Compensation Coverage.
STEP 8: Define your brand
Your brand is what your company stands for, as well as how your business is perceived by the public. A strong brand will help your business stand out from competitors.
If you aren't feeling confident about designing your small business logo, then check out our Design Guides for Beginners, we'll give you helpful tips and advice for creating the best unique logo for your business.
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How to promote & market a fashion photography business
Many of today’s most successful fashion photographers spend up to 75% of their time marketing. Technology offers a number of ways for you to showcase your work. Social media should be an integral part of your day, allowing you to reach prospects worldwide. This free business tool, combined with your website, is a wonderful way to showcase your best work and target potential clients.
Photographers are part of the artist community. Often a tightly knit group. Therefore, word of mouth will be your strongest marketing tool. Integrating yourself within this populace should be an essential part of your marketing strategy.
Entrepreneurs just starting out in this industry are urged to take on “free” work whenever possible. This should be viewed as skill-building; a way to develop your photography skills and build a certain level of leadership and professional experience, while making connections within the community. This practice will also offer you a higher level of creative control, allowing you to build a portfolio that reflects your style and vision. During this time, focus on collaborating with photographers, stylists, and makeup artists who have proven their talent.
Additionally, spend as much time as you can attending fashion events. Keep business cards on you at all times, and produce Z Cards to hand out while networking. The Society of International Fashion and Glamour Photographers offers its members guidance and support for fashion photographers of every skill level.
How to keep customers coming back
As mentioned, spend your first years in this industry surrounding yourself with the very best in the business. The relationships you build and your quality of work will help you reach your goals. Maintain a level of professionalism and always strive to think outside the box, delivering unique photos from every shoot.
STEP 9: Create your business website
After defining your brand and creating your logo the next step is to create a website for your business.
While creating a website is an essential step, some may fear that it’s out of their reach because they don’t have any website-building experience. While this may have been a reasonable fear back in 2015, web technology has seen huge advancements in the past few years that makes the lives of small business owners much simpler.
Here are the main reasons why you shouldn’t delay building your website:
- All legitimate businesses have websites - full stop. The size or industry of your business does not matter when it comes to getting your business online.
- Social media accounts like Facebook pages or LinkedIn business profiles are not a replacement for a business website that you own.
- Website builder tools like the GoDaddy Website Builder have made creating a basic website extremely simple. You don’t need to hire a web developer or designer to create a website that you can be proud of.
Using our website building guides, the process will be simple and painless and shouldn’t take you any longer than 2-3 hours to complete.
STEP 10: Set up your business phone system
Getting a phone set up for your business is one of the best ways to help keep your personal life and business life separate and private. That’s not the only benefit; it also helps you make your business more automated, gives your business legitimacy, and makes it easier for potential customers to find and contact you.
There are many services available to entrepreneurs who want to set up a business phone system. We’ve reviewed the top companies and rated them based on price, features, and ease of use.
Recommended: Find the best phone system for your business; check out our review of the Best Business Phone Systems 2021.
Start A Fashion Photography Business In Your State
Select your state below for an in-depth guide on completing each of these steps in your home state.
Is this Business Right For You?
Those entering this specialized field often do so because of their passion and eye for both fashion and photography. The combination of these two art forms serves as a creative outlet. Successful photographers are often able to travel the world while earning an income that supports them as they work to fulfill their dreams.
Want to know if you are cut out to be an entrepreneur?
Take our Entrepreneurship Quiz to find out!
What happens during a typical day at a fashion photography business?
Most fashion photographers work on a freelance basis, particularly when first starting out. Marketing and administrative duties are equally as important as photo shoots and should be treated as such. While no two days are exactly alike, most days are divided between building the business and expressing yourself artistically.
On the photography side, fashion photographers must attend photo shoots, copyright their work, edit photos, and update their portfolio. Much time is spent sifting through magazines and online photos, noting fashion trends, as well as ideas for future shoots.
On the business end, business owners must schedule shoots, book travel arrangements, manage finances, archive invoices and bills, and implement marketing strategies. Traveling and networking with others in the industry is also critical to a fashion photographer’s success. Many artists hire assistants to help them manage the business aspect, freeing up their time to focus on the creative aspect of the business.
What are some skills and experiences that will help you build a successful fashion photography business?
While photography composition rules can be learned, those seeking long-term success should have a natural eye for both fashion and photography. A basic understanding of photography and fashion are critical. To ensure your very best work from the start, spend some time studying fashion: history, era-specific fashion, terminology, designers and image-makers, makeup, hairstyles, and current industry news.
Photography is about capturing a moment in time; a moment that cannot ever be recreated. Therefore, it is also critical that you be at one with your camera. Get to know the different setting, lighting concepts, as well as digital photography concepts. Even the best photographers must edit their photos, so image editing should also be a part of your skill set.
Industry leaders recommend working as an assistant, both in fashion and other photography realms. First-hand experience is the best teacher and will better equip you to predict and solve any issues that might arise. This will also serve as your first introduction into fashion photography, offering an opportunity to network with pioneers in the industry.
What is the growth potential for a fashion photography business?
As mentioned, most fashion photographers start out working alone, or with a small team of assistants. As connections are made and experience in the industry is built, many choose to move on into other aspects of the business. Business growth opportunities include opening a fashion and commercial photography agency or a fashion marketing firm.
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Take the Next Step
Find a business mentor
One of the greatest resources an entrepreneur can have is quality mentorship. As you start planning your business, connect with a free business resource near you to get the help you need.
Having a support network in place to turn to during tough times is a major factor of success for new business owners.
Resources to Help Women in Business
There are many resources out there specifically for women entrepreneurs. We’ve gathered necessary and useful information to help you succeed both professionally and personally:
If you’re a woman looking for some guidance in entrepreneurship, check out this great new series Women in Business created by the women of our partner Startup Savant.
What are some insider tips for jump starting a fashion photography business?
Pioneers of the fashion photography industry offer the following advice:
- Read magazines and follow online fashion websites. Take note of the styles and photography traits that you’re most drawn to, as well as the artists behind such work.
- In your research, also take note of how the demographics and aesthetics vary from publication to publication. This will help you when preparing your portfolio for a specific organization you may wish to work with.
- Your portfolio should tell a story and reflect your true style.
- Take big risks, be consistent, and work hard.
- Your job goes beyond simply taking a good picture. Be the logistical mastermind and approach this role with confidence.
How and when to build a team
While many fashion photographers choose to work individually and on a freelance basis, they will also tell you they couldn’t do it without their support team. When building your portfolio, work with stylists, makeup artists, and art directors who share the same goals and creative vision as you. Many fashion photographers have also found success working with a photo agent, who can assist you in making industry connections that might otherwise take years to build.
If you do not possess strong business acumen, consider hiring an attorney and/or accountant to keep your books in order. An assistant can also prove to be an invaluable asset, as they handle the day-to-day specifics, while you focus on the creative details.