Returns are painful.
I’ve recently been thinking about returns and the increase of shopping online due to retail locations not being readily available. Returns are pretty painful in store but online, they are even more so. Not only because they are not immediate but you have more to keep up with. No surprise but people return more when shopping online than in-store.
Because online experiences are lacking.
Long have we searched for a ways to combat returns from online sales. (A link to Ben’s previous return post here.) There is video content of the model in the clothing items, reviews from fellow shoppers, Instagram influencers, and content like YouTube Try-On Hauls.
These additives have not abolished the need to get just a little bit closer to seeing, feeling and trying the clothes on in person, albeit retailers/brands have inched closer with those additions. Consumers long for an in-store experience with and online stock room.
We turn to enhance the online experience.
Carlings “Neo-Ex” digital clothing collection – Clothes that are for the sole purpose of buying and photo shopping on your body in photos. This focuses on the need to buy just for a photo, to break away from the norm.
Snapchat AR – Ability to use the filters and to impose products on your body before you buy. (A post about Adidas/Snapchat collab by Lisa here.) This focuses on the try-before-you-buy and promotional aspect of the internet.
Everywhere but their own sites.
Every online buying experience is the same, looking at clothes on a mostly static model, and scrolling through pages of poses. Enter Yeezy Supply website. A different way to shop, a video-game-esque way to buy your ‘elevated basics’.
Choose a model. These aren’t just your regular models. They have a story, and have done something to better their community. They are nurses, firefighters, and public school teachers. Along with different body shapes that you can then choose.
This unto its own I think speaks to the introspection that I’ve been seeing more and more. These people aren’t a deemed extravagant ideal, they are beautiful for substantive and meaningful reasons. Essential heroes that we can respect because of their story and we can connect to physically. In this video game we are them, we aren’t a cartoon or a model.
Dress yourself, I mean the model. The clothes scroll through your 3D model and you choose what you want to see them in. After a choice is made, your model vanishes out of frame in a transport-like fashion, then walks back into frame in the choice you have made.
Ability to mix and match clothes that you would wear or pair on your own. There is control here, no stylist needed to bring about the ideal pairing. You are your own stylist, as you are one in your own room.
Information can be gathered on the product by hovering and choosing the ‘i’ icon.
This answers a few concerns and closes the gap on seeing a more realistic view of product but also simultaneously creating a memorable online experience with a story that melds into your own.
Is this realistic for everyone?
This is very expensive to do. The old layout works because its available and usable for everyone in almost every browser. The ability to handle traffic and show the product is easier on this type of model. What is still unclear is how the Yeezy Supply site will handle users scrolling through and what check out will look like, and how fast users will be able to adapt to this different layout.
Why it’s hot:
Bringing human to the shopping experience.
Connecting through a story, with a body that may not be a size 00.
Better visualization of product. A ‘3D’ realistic view of clothes on a body similar to yours.
And because it is a ‘3D’ view, it changes an experience that may last but also aids in a business problem, like returns. You’re able to visualize and see a article of clothing.