For the longest time, ecommerce has been understimated. Most studios, brands, and agencies saw the productivity and budget parameters as quality limitations. E-commerce is a different mind set, there's the "factory" aspect to it, it needs to be an efficient machine, everything needs to be like clockwork, including the creative.
I believe that with effective guidelines, tools and processes, and with the right talents, we can create editorial quality images within these e-commerce parameters.
My years as a Creative Director at Splashlight were an extraordinary experience as I had many opportunities to confirm this theory, and successfully put together creative guidelines, teams, and processes, still functioning today (for the most part): Target, Victoria Secret, Theory, Helmut Lang, Boden, Yoga Smoga, Under Armour, ED by Ellen.