Shopping for clothes can be a very daunting and time consuming process. Once, the only way to purchase products of your favourite brand was to grab a bus into your local town centre and visit the stores. Nowadays one need only jump onto their nearest computer and every single brand of clothing in the world is at the end of their fingertips. Time consumption has greatly reduced, however the daunting aspect of shopping will forever remain. Having every single brand within easy reach has potentially made shopping even more distressing. What brand? What product? What size? What colour? These questions still remain.

When shopping online first came about, the only tool one could use to differentiate between products was a long descriptive text accompanied, if you were lucky, by a static 2D picture. From this, it was very difficult to determine whether the product would suit the consumer, what colour it looks best in and what style? These days are long gone now. I will be taking the clothing brand Gant as an example of just how far online shopping has developed. The website has a vast array of products varying from casual trousers and chinos to polo shirts and accessories. They tailor for both sexes. Their uk online store is one of the leaders in the market. If one were to click on one of the products, trousers for example, many options become available. The online store makes it as easy as possible for the consumer to realise whether this is the product that will suit their needs. There are various pictures of the trousers shot from different angles – front, back and side. This gives a clearer indication of what kind of style the consumer is looking at.

By placing the cursor over the jeans, you are provided with a zoom-in option so one can clearly identify the stitching if need be. The website provides you with options to look at the particular product in different colours, significantly better than just text being used. One popular attribute that is often used by most websites is recommendations. When clicking onto a particular pair of trousers, the website will recommend other pieces of clothing that go with these trousers. The Gant online shop also reminds the consumers of what items of clothing they have viewed recently.
Other online stores haven taken a step further and have used people to model their online clothing. This has proven to be very effective as it indicates to the consumer how the clothes fit to the body. Even this has taken a step forward as rival clothing brands try to get one over their competitors. Consumers can now watch videos of models strutting down the catwalk wearing the brand. The goal of the brands has been to make the consumer believe they are in the shop itself. They are bringing the shop to the consumer’s bedroom. From putting the computer and linking up to the internet, a pair of trousers that tailor perfectly to the individual can be bought in a matter of minutes.

By: Brian E James

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