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Sensorial Chasm

Solving Apparel Industry's Image Problem

Online apparel sales have an image problem. Image as in how websites display garments, footwear, and accessories to entice shoppers to buy. Notable exceptions aside, most product photographs don’t narrow The Sensorial Chasm: the difference between touching and closely inspecting a garment vs experiencing it virtually on a screen.

Images online typically are small, two dimensional, and lack detail. Zoom features aren’t the norm. Another drawback: scarcity. Most sites show an individual item from only one or a few angles. At a brick-and-mortar store you don’t pick up a tennis shoe and only look at one side and the sole—you turn it every which way.