Posted by:29 July, 2009
A couple of weeks ago at the London Fashion Network’s e-merchandising event there was a lot of discussion on the use of models in online retail.
There was a consensus that models work best for displaying men’s clothing online, as guys need an idea of fit.
For women however it was mentioned that using models could be counterproductive. Hair colour, age and body type could apparently put shoppers off.
But in e-commerce no-one has the monopoly on what’s right and retailing rules are there to be broken.
Lauren Stevenson, PR Director at My-Wardrobe.com says “using a model versus a mannequin shows the fit, cut and even the proportion of accessories a lot clearer”.
Careful to appeal to its core customer My-Wardrobe spent time selecting models “the customer could relate to”.
Only time and tracking will tell if the designer store has made the right move, and the team will be closely monitoring uplifts in sales as well as measuring impact via Feefo a customer review tool which was implemented earlier this year.
What do you think, do you prefer to see clothing on an invisible mannequin or real life model? Have your say below.
Read more about online fashion atwww.leonbaileygreen.com
Leon Bailey-Green, Director of The Online Fashion Agency, is a consultant to businesses operating in the online fashion industry.