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Jan 06, 2021 - 03:25 PM
It has long been known that human beings are very visual in nature. When running an apparel e-commerce store, this is a lot more evidenced. And it's not just images; images of the apparel on models has been proven to increase conversion. Following are some details of this evidence.
Using models as opposed to mannequins will make your apparel even more familiar to customers. It has been proved in studies like this one before that human beings respond better to information with a fellow humans' face.
This other study found that stores with people whose faces were clearly visible were rated as more trustworthy. Trust is exactly what you need when running an e-commerce store or any store for that matter.
A simple test you can carry out to gauge for yourself is by taking pictures of the same piece of clothing on a mannequin and a model. Use these pictures in alternation and try to find out if one works better than the other and you will know for sure.
Trustworthiness and Familiarity
Using models will inspire people buying your clothing to take pictures of themselves wearing it. Obviously this leads to higher levels of trust and in the end you stand to drive more sales.
People generally like the familiarity of seeing people they can identify using products or services and they take this as a kind of 'badge of approval'.
By using models, prospective customers get a great idea of how your clothes will look. This might even give them a rough idea of how the apparel feels based on the model's perceived comfort. You can see how improved the shopping experience gets when you use models.
Image credit: Pixabay
A Few Tips
One way of saving costs while simultaneously improving conversions is by using mannequins alongside models. This will help because fewer models means less expenditure.
You may also find sites like Placeit and use their mockups to place your fee sign on the models there. This will be possible for basic designs like tee-shirts and jumpers but if your designs are completely unique and different, you will need to get models.
Another tip you should consider is using a model who closely fits the target market you are selling to. Don't use youthful, slender models to showcase your middle-aged clothing line. This will fail to give a clear picture of who you are targeting. If people cannot align themselves with your exhibitions, they will very rarely proceed to make purchases from you.
The models you choose should also bring out the best in your clothes. Make sure they don't have poor posture or this will reflect badly on your line. Facial expressions also play a role in inspiring potential buyers so make sure to remind your models to smile and have generally upbeat moods. Even if your apparel is official, it will give you no points having miserable, sad, or angry looking models. Unless you are trying for an extraordinary shoot which will need professional choreography.
Image credit: Pixabay
Is This Enough?
While getting the right models will be good for your sales, make sure to remember these other good practices:
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Take good pictures; models will generally only look as good as the photographer makes them look so invest in good equipment or professional photographers.
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Place your models in fitting contexts if you can- lounging for easy-wearing apparel, partying for trendy apparel etc.
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Use keywords and SEO for your apparel descriptions so that these two work hand in hand to boost sales.
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Get good makeup and hair do's for your models so that they are fully on-brand and aesthetic.
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A well-organized website or display will work in your favour as clients get an all-round experience.
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Finally, optimize your images well as detailed in this guide so that they can be zoomed fast and stay clear.
Getting models should be part of an extensive plan if it is to work. As long as you do all these things right and follow the tips, you will be sure to see an improvement in your sales.
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