Model vs mannequin?

I was going to write an Etailers Don't post about e-stores that only have one photo per product but I didn't have much to say beyond "it's not good enough". As I went through different websites for research I thought about how etailers decide to display their goods on sale. When it comes to fashion there are three options - use a model, dress up a mannequin, or create an "invisible mannequin" effect.

Before I compare the three options, I find the method used in creating an "invisible mannequin" pretty interesting. I thought they use some kind of wire frame to prop up the outfit, but instead it's done using a mannequin and some photoshopping.

As expected, they take a photo of the outfit on the mannequin, but what I didn't expect is that they also take a photo with the mannequin wearing the outfit back to front and inside out.

Photo credit: Chris Brock Photography

By photoshopping the two images together and removing the mannequin from the image you get this.

Photo credit: Chris Brock Photography

Pretty nifty isn't it?

Now back on topic. I'm going to use Diane von Furstenburg and her iconic wrap dresses to compare the three display options. First, the model. This is from the DvF website. Pretty simple, the model is doing her best impression of a mannequin.

Or the model can strike a pose or two.

From Shopbop

And from Bloomingdale's

The dress can also be part of a "look" (from Shopbop)

Some etailers use models but "chop off" the model's head to focus on the item on display (from Net-a-Porter).

Next up is the headless mannequin (from Zoe)

It's also favoured by The Outnet

The mannequin can be suitably accessorised too.

Last but not least, some choose to let the clothes do all the talking.

From Net-a-Porter

And The Outnet

So which method is the best? From a customer point of view it's nicest to see the outfit on a model, but it is the most costly option for the etailer (mannequin don't need make up, or payment for their service). The etailers save on makeup and hair when they opt for "headless models" shots, but I find it a bit strange to not see the face of the model.

The headless mannequins are somewhat creepy but if suitably accessories it can still create an interesting look. A skin-toned colour mannequin is much better than a grey one IMO - the latter looks too ghostly!

The "invisible mannequin" is the cleanest look as there is nothing else to distract your attention from the item on display, but somehow it leaves me a bit cold.

From an etailer's perspective, the biggest question is: Which method is most likely to make you buy the item on display?

Personally speaking, I don't think it matters. Despite my opinions above, if I like the item I'll get it regardless of how it is displayed. Well, that is my consciousness speaking. I don't know if a model is likely to subconsciously make me more likely to buy something.

Are you more likely to shop from websites that use models? Or do you favour the "invisible mannequin" look?

Do you prefer

• Models
• Mannequins
• "Invisible mannequins"
• Doesn't matter
•  

P.S. I really want a DvF dress now ...

Read More

Why we love internet shopping part 1

We know from news reports, from talking to family and friends, and from our own shopping patterns, that etailers are taking more and more business away from brick and mortar stores.

What makes online shopping such a compelling proposition?

If you listen to the likes of Gerry Harvey, it's all about the price. It is certainly a big factor (and there will be a long post about that) but to me it is not the #1 reason.

It's about WHAT we can buy.

The world is our oyster

Before internet shopping became a reality, we were at the mercy of what Australian department store buyers and retailers chose to stock. With a relatively small population, only a fraction of the brands and products available internationally made their way to our country. And if you didn't fit into the mainstream, your choices were severely limited.

With the birth of online shopping, both our awareness and access to products expands exponentially.

Instead of getting what is good enough, we can get the best.

We can now buy a wide range of designer goods at renowned international department stores such as Nordstrom, Saks Fifth Avenue and Bergdorf Goodman. There are great pure-play etailers at all price points, from Net-a-Porter to Shopbop and Revolve Clothing to ASOS. And of course a whole range of local and international designers and chains stores are selling directly to us online.

Without online shopping I wouldn't have bought this Michael Kors bag (Net-A-Porter)

or this A Wear dress that wins complements everytime I wear it (ASOS)

or this lovely Kate Spade bag (Nordstrom)

All the above etailers ship to Australia. But even if an e-store doesn't offer international shipping, we can use one of the many parcel forwarding services available to get our hands on what we want.

Niche markets (retro, vintage, goth, you name it) are well serviced by etailers such as Modcloth and Mame Clothing.

Online shopping is especially great for those living in regional areas, who can now shop for brands and products available in capital cities and beyond.

One size does not fit all

It's not just about brands and designers, it's also about size and fit.

I once went with my MIL to the plus size section at Myer and the options suitable for young people were few and far between. Now there area a myriad of websites catering for that market (Dream Diva locally and Baby Phat Plus Size internationally for starters).

I was completely uninspired by the "fashion" available during my pregnancy. They were either matronly, or overly expensive, or both. If only I knew about ASOS's maternity range back then. I could have been a more stylish mum-to-be!

The internet also brings Australian shoppers access to different fit options such as shoe widths and pants lengths that are traditionally unavailable here.

Custom made

To me, one of the best things about shopping on the internet is getting in touch with independent designers directly.

Websites like Etsy and Madeit are in effect global arts and crafts markets, providing fantastic reach to both designers and shoppers. I've purchase items from Etsy sellers in the US, Canada, France and right here in Australia. The service I received from the sellers have been exemplary without fail - the passion for their creations really shone through. In a few cases I was able to purchase items that were either made to my specification, or were designed with my input. It would have been next to impossible to do this before the internet without paying prohibitive prices for the privilege.

The seller named these earrings after me!

I gave the seller an idea and she came up with a design way beyond my expectation.

So even if the Australian dollar devalues by 50% against the US dollar and the British pound tomorrow, we are not going to stop shopping online, because now that we know what we can get our hands on with a few clicks of the mouse/trackpad, there's no turning back.

Read More