The ongoing boom in online fashion sales has given small apparel retailers an opportunity to shine, find their niche, gain a reputation online, and carve out a successful business.

However, there are challenges that smaller retailers must overcome to become a success. This includes marketing their items in a professional, diverse way without breaking the bank.

Large brands can afford photoshoots with high-end photographers, multiple paid models, and professional hair and makeup artists. In contrast, smaller online retailers are often left with the generic photos provided by brands/suppliers or making do with modeling clothes in-house. This limits the ways in which they can showcase their merchandise and compete with the bigger players.

Thankfully, technology now offers a solution to this problem, providing a low-cost way of advertising clothing via generative AI, in particular AI-generated fashion models.

What are generative AI and AI-generated fashion models?

Generative AI is all over the news thanks to the release of large language models such as ChatGPT and text-to-image models such as Dall-E and Midjourney. Simply put, generative AI is a category of AI algorithms that can create NEW content—texts, visuals, audio, and more.

The fashion industry is no exception, and one of the first use cases to draw significant attention is AI-generated fashion models. The best computer-generated images achieve staggering levels of photorealism, making it almost impossible to determine real-life images from digital creations. This means it is now possible to produce an infinite number of AI-generated fashion models and advertise clothing at a fraction of the cost required for professional photoshoots.

So, what do fashion retailers need to successfully advertise their products online?

The importance of high-quality images and a diverse range of models

With so much competition in the fashion e-commerce space, consumers have more choices than ever before. Therefore, online brands must spend considerable time and effort designing websites to optimize their conversion rates.
Data from September 2022 found the average conversion rate for fashion e-commerce sites to be 1.53%. Only 3 in 200 people who visit an online fashion brand actually go through with a purchase.

With such a low conversion rate, even a slight increase can dramatically affect a company’s bottom line. There are a range of ideas and methods for maximizing PDP (Product Detail Page) conversion rates, including:

• Writing compelling and enticing product descriptions
• Improving consumer confidence with reviews and social proof
• Simplifying pages, removing clutter, and getting visitors to focus on one outcome (making a purchase)

However, when it comes to fashion, much of it comes down to visuals and showing customers what the clothing looks like on a person. This requires high-quality images with a diverse range of models.

Models are the focal point of fashion advertising, bringing apparel to life and providing consumers with aspirational images of what they could look like in a new piece of clothing. This drives purchasing intent and forms a connection with the customer, one that is made stronger when the model better reflects them.
This is why utilizing multiple models covering the broad range of consumers visiting a site is critical. For a long time, advertising has focused on just a fraction of the population, and only recently has it started to highlight a wider variety of body types and races. Research shows it has a good reason to, with 52% of consumers stating they “trust a brand more if their ads reflect my culture.”

Since models are critical to the success of a site, any models are better than none. Oftentimes, smaller retailers are priced out of holding photoshoots; instead, they are stuck with a generic package of headless images or stock 2D photos of the clothing on their own. This prevents the consumer from imagining what the item would look like on themselves and lessens their motivation to buy.
As we mentioned before, the solution is AI-generated models and relying on technology to generate high-quality photorealistic images of a number of models wearing a brand’s products. But can generative AI be used by just anyone to achieve this?

The challenges of using AI-generated fashion models with real clothes

There are several challenges associated with modeling real clothes on AI-generated models. These include:

Accurately representing the garment

Generative-AI image generators are great at outputting photorealistic images from scratch. But online fashion sites need to be able to produce photorealistic images of models that reflect a real-life piece of clothing. AI can quickly get lost in specific details, having so-called “hallucinations,” returning inaccurate or unexpected results that no longer accurately represent the garment for sale. This could be anything from changing the fabric pattern or stitching to adding elements such as buttons.
Misrepresenting an item of clothing will quickly lead to dissatisfied customers, returned items, and a reduced return on investment.

Altering the model and setting the pose

The advantage of utilizing AI-generated fashion models is that sites can provide customers with diverse images showcasing their clothing on different models. Therefore, an AI image generator needs to understand what the garment would look like on different body types, or even fill in areas that were previously hidden
It can be easy to cherry-pick the best image for a given input, but to be valuable to an online fashion brand it needs to be able to alter the model and pose while remaining photorealistic and accurate to the item of clothing. This includes many important details, such as lighting, draping, and fabric texture.

Different approaches to AI-generated images for fashion

Different AI tools are taking different approaches to solving the problems of real-life garments on AI-generated fashion models. There are two main options for inputting clothing into an AI image generator:

1. 3D representations of the garment using an expensive full 3D map that the model can play with
2. A 2D representation offers less information and a greater likelihood of the inaccuracies discussed above

These two options offer a trade-off for fashion retailers between accuracy and cost—creating 3D garment mapping requires dedicated photography equipment and extensive shooting to capture all the information needed.
With all the Midjourney images floating around (did you see the one with
The Pope in a Balenciaga-inspired puffer coat?), retailers might think it is possible to get results using free general-purpose tools. But these models aren’t explicitly trained to generate AI fashion models. They use a diffusive approach to imagine a new image based on text prompts.

When applied to creating a specific fashion model wearing a specific garment, they run into problems with accuracy and consistency. Common issues occur with fine details, such as hair or filling in spaces realistically.

As an online apparel retailer, you’re probably putting a lot of money and effort into bringing potential shoppers to your site. The Product Details page (PDP) is the last leg of the customer buying journey–It’s “money time”. The quality of a product page can convince a shopper to make the purchase or to continue shopping.

The average conversion rate for online apparel and accessories stores stands at approximately 1.7%. This means that even a slight improvement in conversion can have a significant effect on revenue.

As befitting the importance of PDPs, there are plenty of online resources on how to optimize them for conversion. However, electronics and furniture shopping behavior is different from that of fashion shopping behavior. If you are to push your pages to the max, they need to be optimized for what you sell. In addition, many PDP optimization techniques require significant investment in technology (for example personalization) or redesign.

In this article, we focus on best practices for creating highly converting apparel PDPs and tactics that can help you achieve quick wins.

What makes a great apparel PDP?

Great product pages are well put together in terms of their overall layout, design, content, and functionality.

Above all, the purpose of a product detail page is to provide information about an item. However, it should also:

• Engage and entice shoppers
• Boost confidence in the retailer/brand and in the product
• Simplify the conversion and remove barriers to sales

But how do you make sure your PDP does all these things? Let’s take a look.

Engage and Entice Shoppers

In most cases, you have a very narrow window of opportunity (less than a minute) to persuade your shoppers to make the purchase.

We’ve gathered some recommended best practices that will help you capture your visitors’ attention right away.

Use high-quality images

Images are the number one factor in online buying decisions. Some sources quote this as true for 75% of shoppers, others claim the same for a whopping 93% of shoppers. In any event, images are crucial.

But what does a high-quality image mean? It’s more than just the number of pixels! The product picture should highlight the item in a way that attracts the customer and makes their imagination soar. “Where could I wear this to? How would I look wearing this at my next party?”

The basics here include images that the shopper can enlarge for more details, showcasing the item from several angles, and using natural-looking light to ensure colors are true.
But to optimize for conversion you need to take it a step further.

Use models. More importantly, use the right models.

According to research by Shopify, images with models can increase conversion rates by up to 20%. This number grows even higher when using diverse models that resonate with your target audience.

Use the same models on your PDP page as in your campaigns. Model consistency can increase a company’s revenue by 23–33%.

Using lifestyle images also helps show the product in context. Showing models in real-life situations like a park or beach, will help the buyers envision themselves in the clothing you sell.

Test and optimize your images per item

We can make assumptions all day long, but at the end of the day, the proof is in the pudding. A/B testing everything is the way to go—this applies to the models you use, the angles, the styling. A specific model can boost conversion for a specific garment, but not for another. Create multiple images with various models and test, test, test!.

Make sure to pre-define the specific metrics you’ll be using to compare the images. Some suggestions for these include:

• • CTR (click-through rates) on each product page
  • Time spent on your product page
  • Conversion rate
  • AOV (Average order value)

Provide information and boost confidence

When shopping online, it’s natural for customers to be hesitant about their purchase. There are many things to worry about, from the fit to the color, and even the quality of the item. If you’re expecting shoppers to buy the items without a physical inspection, your product page has to provide all the information needed to get over their apprehension. To do so, make sure to:

Craft compelling product descriptions

The product description should correctly predict some of the unspoken questions potential buyers are likely to have and clearly answer them.

Make sure your product description contains important elements like the name of the product, its price, a brief description, and a clear CTA. It should also include any discounts you’re offering, shipping information, and payment details.

Interesting information includes things like fabric composition and origin. But one thing everyone wants to know is whether or not the item will fit them. As such, the sizing information on your product pages should be clear as day.

Use visual language that “shows” the target audience what the product looks like instead of just “telling” them. Instead of saying “This dress is made of 100% cotton,” try “This dress is made from soft fine cotton that feels great against your skin”.

Finally, it helps to use the inverted pyramid writing style to highlight the most important information first.

Reviews and social proof

Social proof can be a powerful tool to increase conversion rates. By displaying customer reviews and ratings on your product pages, you can build trust and credibility with potential buyers. After all, shoppers are more likely to trust the opinions of fellow consumers than the claims made by a company.

Social proof comes in many forms. A review section or star ratings can be helpful, as they allow customers to quickly see what others think of the product.

Customer testimonials can be highly persuasive (and viral), especially when linked to broader marketing campaigns that involve UGC (User Generated Content) such as this example of featured Instagram photos:

Create a consistent look and feel across PDPs

Research shows that a consistent look and feel can increase conversion rates by up to 25% (source: NNGroup). In addition to creating a sense of reliability and professionalism that helps build trust, consistent branding can also enhance your user experience.

With a consistent layout, users can easily navigate your website to find the information they need to make informed purchasing decisions.

Simplify conversion and remove barriers to sales

No matter how fancy or well-designed your PDP is, if your checkout process is too complicated, customers are likely to get frustrated and click off the page. Here are some of the things you can do to remove these and other sales barriers:

Clear checkout

On the checkout page, ensure that your CTA buttons are clear and easy to find. The checkout process should also be seamless. If there are other links on the page such as discounts or size guides, the buttons should be clearly indicated with text that your users are familiar with.

Declutter the page

In an attempt to provide as much information as possible, people often end up with too much text on the product page, subsequently distracting website visitors from the most vital information. One way to avoid decluttering the page is to keep the product descriptions short or add a “read more” button for lengthy text.

Another effective design practice to keep in mind is the effective usage of whitespaces. It helps reduce noise and keep the eye focused on the things that really matter.

Combine listings together, wherever possible

Apparel products tend to come in several varieties in terms of color, pattern, and size. The common practice on many product pages is to list each of these variations as individual products. This has many downsides: your website will end up getting cluttered, and users looking for a specific variation will struggle to find it.

A better way to display these items is to combine them into a single listing. Make sure to showcase the various options using on-model images on a single page. This way, your website will contain only unique products, making life easier for your site visitors.

Conclusion

Your product page is the last and most important step to a sale. It warrants your attention.

There are many things you can do to improve conversion—make the page simple and intuitive, offer detailed product information, and make the checkout clear. But above all, product images are the most important element on the page. Shoppers skim data and rely on the visual information to make a decision.

To optimize your PDP, make sure that you have great product images that grab shoppers’ attention, and hold it.

The economic uncertainty of the past months has not skipped the apparel industry. Inflation, supply shortage, and geopolitical uncertainty have had their impact both on consumer buying habits and on the cost of goods. The result is rising pressure on online retailers to find innovative ways to draw shoppers’ attention.

Increasing online advertising may seem like an obvious choice, but doing so can prove to be challenging. Increased competition has been driving up advertising prices, while regulations such as GDPR and technological changes have reduced the efficacy and squeezed the margins of digital ad campaigns. For example, last year, brands spent 3X more to acquire each customer than what they spent in 2013. 

The result? Maintaining revenue and margins today means retailers need to find ways to improve their Return on Ad Spend (ROAS) and make online marketing more effective.

The value of a recognizable brand

One of the most effective ways for apparel retailers to increase the impact of their online ads is with consistent use of identifiable brand imagery. 

A recognizable brand stands out amid countless marketing messages competing for consumers’ attention. The key to a recognizable brand is consistency, achievable with consistent visual elements.  

There are several reasons for this:

Consistency – Apparel retailers can effectively increase the impact of their online ads with consistent use of identifiable brand images. This can increase a company’s revenue by 23-33%.

Multiple touchpoints – It typically takes 5-7 touchpoints for people to remember your brand. While common brand identifiers may include a logo, colors and other styling elements, consistent use of models and model personas add another highly recognizable element for shoppers to relate to, which can ultimately increase purchases.

Visuals – The importance of visual elements in effective marketing simply can’t be overstated. Photographs are the number one factor in buying decisions, according to research by etsy.

Take your retail brand a step forward with “House Models”

Models are the centerpiece of apparel advertising. They are what bring a still garment to life. 

Models have to be right for the brand, the items, the campaign, and the customers. Their images form a connection with consumers that is immediate, visceral, and a driving force behind conversions and sales.  

Selecting house models with your target audience in mind can increase the impact and ROAS of your online campaigns. 

When customers see a model, especially one that looks like them, wearing an item, they can better imagine themselves wearing those clothes and feel more confident in their purchase decision. In fact, 52% of consumers say that they “trust a brand more if their ads reflect my culture.”

What’s as bad as—or worse than—the wrong model for a campaign is no model at all. Online retailers are often only provided with standard headless packshots of items and use them as is, giving the consumer no visual way to associate the ad with the retail brand and providing little motivation to convert. This is almost always a mistake since 78% of online shoppers want photographs to bring products to life. Simply using a model—live or virtual—in all online marketing visuals is an easy way to achieve this. 

Here are some ways in which consistent use of the same model can improve campaign ROI:

Enhancing brand image: Consistent and cohesive visuals help create a unique and compelling brand identity. In fact, research shows that simply maintaining consistency in brand presentation can increase a company’s revenue 

Building trust and credibility: The models used in marketing make a statement to customers about your brand. Using models that embody the values and aesthetics of your brand reinforces customers’ trust in your products and brand messaging.

Increasing engagement: The models in your marketing visuals make a human-to-human connection with customers that can bind them to your brand. Customers are more likely to engage with and share content featuring models they relate to or aspire to be like. 

Standing out from competitors: Differentiating your brand, and the products you sell, through original visual elements can make it more memorable. People are remarkably good at recognizing faces, and rapidly form emotional associations with them—a great reason to use house models consistently in retail marketing. 

Increasing sales and avoiding discounts: Your models should resonate with your target audience. This communicates to them that this is their brand, increases the perceived value of products, and drives more conversions.

Boosting campaign effectiveness with the same model in the ad and in the PDP

There are a number of ways to measure campaign effectiveness. One of the most common is to account for ROAS. High returns relative to spend are a clear win for any online ad campaign. 

Tried and true methods to improve ROAS include:

• Targeting specific audiences through research, customer modeling, and segmenting. For example, social media marketers can segment audiences by interest, behaviors, age, and other demographics, and serve them tailored ads to increase the likelihood of engagement.
• The use of compelling, eye-catching ad creatives. Privacy regulations and technological changes, such as restrictions on the use of cookies, are placing limits on tracking and retargeting practices. For this reason, some experts predict that attention-grabbing ad visuals will become more important as online marketers must cast a wider net.
• Using the same visuals in the ads and in the Product Details Page (PDP) to keep the “promise” given in the ad. Having the same model on the product page also further enhances the first 2 points

All these strategies are served by the use of top-quality images featuring house models that resonate with your audience. 

Here’s how:

• Using the appropriate model in brand images is like speaking to your audience in a visual language they immediately understand.
  • Younger, older, plus size, petite, buttoned-up, hair-down, cosmopolitan, conservative, liberal—it’s all communicated in the ad image, and the model does much of the talking. The resonance builds customers’ trust in the brand and increases its perceived value, leading to purchases, identification, and loyalty.
• House models can be assigned to different audience segments to boost identification and conversions.
  • For example, a social media ad served to one segment may lead to a landing page featuring the same model as in the ad. The customer sees more of what initially engaged them (the model in the ad), which provides a consistent, cohesive user experience. This reinforces brand identity, increasing the likelihood of a purchase.

The right model – an easy way to increase ROI

Apparel retailers have an opportunity to use a particularly compelling and memorable visual element—human models—to make their brands stand out. 

• Photographs are one of the most effective branding tools available; in fact, they are the number one driver of online purchases.
• The vast majority of customers want to see photos that bring products to life. Fashion retailers can easily and effectively achieve this with images featuring models wearing their items.
• Evidence shows that consistent brand presentation can powerfully boost brand recognition and sales, leading to revenue increases

Consistently using house models in all of your marketing images can improve ROAS, increase sales in your online store, and drive both revenue growth and engagement.