How Elite Fire Apparel Grew Conversions by 45% with Better Photos

About the Brand

Elite Fire Apparel is a firefighter-owned business based in North Carolina, specializing in custom-embroidered hats for fire departments across the U.S. Founded in 2011 by Scott, a full-time firefighter, and Erin, a former nurse, the company began as a small home embroidery project. Over time, it evolved into a trusted brand within the fire service community, known for its craftsmanship, personalization, and top-tier service.

The Challenge

At some point, Elite Fire Apparel had outgrown its original DIY visuals. Erin Perry, the company’s Customer Service Manager, reached out to Squareshot with several clear pain points:

1. Outdated product photos

Their current images didn’t reflect the upgraded embroidery quality or the new product range, and lacked the polish of professionally shot assets.

2.Need for cohesive visuals across a refreshed catalog

The team was phasing out old hat styles and introducing new ones, but their website lacked visual consistency.

3. Styling and technical guidance

Erin was seeking expert advice on how to photograph various hat shapes and materials, particularly when it came to showcasing embroidery without distortion.

4. Uncertainty around visual formats

With questions about ghost mannequins vs. catalog photography, Erin wanted help choosing the right photo style for e-commerce while balancing quality and cost-efficiency.

The Solution

At Squareshot, we approached the project as both a production partner and a strategic guide:

1. Customized Shot Plan

We created a tailored shoot plan that included 121 total images across multiple hat categories:

• 85 Baseball Hats
• 6 Cuffed Knit Caps
• 6 Uncuffed Knit Caps
• 4 Fleece Caps
• 5 Boonie Hats
• 15 Rear Embroidery Shots

2. Flat-Lay Photography for Consistency

Together with Erin, we selected flat-lay photography as the unifying visual approach, ensuring a clean, consistent look across styles while simplifying future production.

3. Reference-Based Direction

Erin provided visual inspiration based on previous Squareshot projects (like Super Rare and Rhude), and we aligned styling, color accuracy, and framing accordingly.

4. Technical Styling Expertise

Our team provided input on how to prepare and shoot structured versus unstructured hats, as well as how to display embroidery on flat surfaces without distortion.

For instance, in this shot, we adjusted the color, removed dust, digitally refined the cap’s shape, and replaced the background with clean white, all while preserving the product’s authentic look. Since the cap is partially transparent, some post-production adjustments were necessary.

“To me, good retouching is like good makeup: it doesn’t change who you are, it simply highlights your best features. That’s exactly what we aimed for here — the best version of the product, without losing its essence.” shared our Photo Producer, Anastasia Heltsel.

5. Streamlined Production Workflow

Erin booked her shoot directly through our platform, choosing our LA studio for convenience. We then:

• Hosted a remote approval session for key SKUs before full production
• Shared a collaborative shot list with real-time editing access, allowing Erin to make final tweaks

The Results

Despite technical limitations on their website during the rollout, Elite Fire Apparel saw meaningful improvements after launching the new images:

• 120+ high-quality, retouched product photos delivered
• Uniform visual styling across all SKUs
• Increased customer trust through a more professional storefront
• A collaborative process that sets the stage for future work

"I've reviewed the images. I'm very pleased. I left notes on (4) of the images and approved all others. These things are minor. Overall, HUGE success."
— Erin Perry, Customer Service Manager, on final unretouched previews

Performance Snapshot

Despite app-related order flow disruptions and no advertising efforts during the transition Fire Elite Apparel achieved:

• 20% increase in orders within 3 months of uploading new photos;
• 13% improvement in conversion rate during the same period;

As of mid-2025:

• 37% increase in total orders compared to 2024;
• 45% increase in conversion rate.

How about updating your product photography?

Let’s talk about what kind of visuals would best serve your catalog, whether you’re launching something new or refreshing an existing lineup.