Shoppers want to see images of different-sized models wearing a product when buying fashion online, according to a new study of more than 2,000 UK adult consumers.
The Future of Fashion Online Retail – a study commissioned by VoucherCodes.co.uk and YouGov – found that 34% of consumers want to see images of people their size when choosing clothes to see how an item looks on their body shape.
The second most-requested function was video, with 31% saying they would like online videos of models so they could see the garments from a variety of angles.
Free next-day samples, such as clothing fabric swatches, emerged as something that more than a fifth (21%) of consumers would like to be offered, while 18% said product demonstrations – for example, letting them see the product when accessorised on real models – was a digital tool they would use.
An augmented reality function, where customers can superimpose clothing onto their own picture, was popular with 15%, while live chat involving users speaking to a shopping assistant was valued by just 9%.
Ian Pearson, futurologist at consultancy Futurizon, who contributed to the report, said: “For things like 3D printers or social network stores, people need to use them gradually, building up trust.”
Fashion retail sites should ensure they offer consumers “conventional and simple” product exploration technologies, he added.