Other than price, what’s the next most important factor that influences people to buy clothing and accessories?
Product images. More than 60% of consumers surveyed rated pictures of clothing and accessories as a top influence. That’s 1.5 times higher than the average importance of images for all product categories.
The answer comes courtesy of an insightful white paper, “Online Browsing Behaviors of the Apparel Shopper,” by HookLogic, a global leader in commerce search advertising. The white paper is based on a shopping-behavior survey of 500 consumers and an analysis of more than 11 million online transactions representing more than $1.2 billion in sales.
Like forest paths intersecting in a clearing, three seemingly disparate articles on our reading list today led to the same place.
The subjects: 3D technology spurring mass customization, Patagonia’s new apparel line made from recycled garments and salvaged fabric swatches, and an expansive study of the age 25-to-34 crowd (aka millennials).
Far into the first article, posted on the blog of French software company Dassault Systèmes, noted mass customization expert B. Joseph Pine is quoted. He cites apparel as an example of an industry coming around to the benefits of mass customization, which enables consumers to personalize products before they’re made.
Welcome, retailers. Today’s lesson: the power of touch.
According to recent academic research, online shoppers more highly value a product if they touch an image of it using a touchscreen instead of pointing at it via a computer mouse or touchpad.
Yes, yes, the margin-squeezed skeptics among you are silently scoffing: What difference does it make how they click to our wares?