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Photos Still Key To Apparel Evaluation, but Virtual Try-On Technology is Making Inroads
Asked which features of product detail pages are most helpful to evaluating potential apparel purchases, photos were the most popular response, followed by product descriptions and written reviews. Many shoppers also find it helpful to know whether the product is true to size or not.
Of the following, which features of product detail webpages do you find most helpful when deciding whether or not to purchase an apparel product online? Select the three most helpful.
Just 5% of baby boomers selected videos as one of the three most helpful features of an apparel product detail page, but videos were a top choice for 28% of Gen Z. At the same time, 52% of baby boomers picked the standard product description as being most helpful, compared to just 30% of Gen Z.
Have you ever used an app or other technology that allows you to see digitally how an apparel item would look on you before purchasing? (Share who responded yes)
Fully 32% of apparel shoppers say they’ve used an app or other technology to try on apparel virtually, as the use cases for such capabilities is growing. Among Gen Z, 54% of apparel shoppers have used such a technology.