How brands are using 360 images for E-commerce: Christian Cowan, Aritzia, Anna Sui
The importance of high-quality e-commerce images is crucial in such a highly competitive luxury market. Brands must stand out and create a unique visual identity. 360° photography shows products in the best light and gives the best view of every angle. About 93% of consumers want product-level engagement and interactive imagery increases engagement across all key dimensions. With ORB360°, brands have seen a 10-27% percent increase in consumers’ willingness to purchase. With such comprehensive product displays, there is a reduction of 22% return rate.
Brands are building out entire product pages from one single 360° asset. See how versatile ORB360° imagery can bring collections to life on e-commerce platforms.
Focus on showing details and unique angles.
Integrate images to ensure e-commerce pages are completely interactive by manually guiding the rotation of the spin to highlight key elements of a garment. The superzoom and pause buttons features allow the consumer to place the model in different areas of interest so that the consumer can get the best view of a product’s details.
Each ORB360° spin is made up of 72 individual shots. These shots can be used as front, side, and back examples and cropped or zoomed into at any time. ORB360° is the only 360˚ photo solution that has an API for JOOR and ORDRE meta which allows for the smoothest and quickest integrations.
2. See how ORB360° brand’s use their 360° imagery
One brand, in particular, using 360° imagery with its overall digital strategy is Anna Sui. Anna Sui’s e-commerce website demonstrates the multitude of 360° imagery from a single spin to an entire product page.
Mix and match lookbook images and 360’s to give customers the best look and feel of a collection. Clientele can request both Top and/or bottom shots depending on what they want advertised. Movement within the 360s makes them great assets for editorial use. Background removal for still images also allows for further customization, some of their assets have been transformed to create background animations and otherworldly looks to complement the collection.
photo credit | anna sui’s ig
3. For an even clearer view of a piece, use ORB Ghost imagery on shoots.
Ghost imagery is a fantastic way of displaying garments for e-commerce. Ghost Mannequin shoots work to display a garment with no visible model under the garment showcasing a ‘ghost-like’ effect. Ghost mannequins are great for swimwear, activewear, evening wear, and full-figure apparel as these categories require a defined shape. The results of ghost mannequins are a lifelike image that keeps the focus firmly on your product. Department stores such as Saks Fifth Avenue, Bloomingdales, and Neiman Marcus frequently use ghost images as the first images on their product pages to keep continuity among brands.
Unlike other ghost mannequin photography, ORB360˚ will come to you and allow you to be more hands-on in the styling process. With our ability to work right alongside a model ORB shoot, you can have a garment shot on a model and a ghost mannequin, making the most out of a single shoot day while cutting post-production costs.
ghost image | ORDRE Group
4. Look to ORB360˚ designer Christian Cowan to understand how sparkly and metallic pieces can be best shot
Christian Cowan and ORB360˚ shot their second season together this past September, days after they were worn on the runway for NYFW. The Resort 23 spins will soon be available for viewing on the Christian Cowan website. From a single 360 spin e-commerce pages are quickly built out as seen on Cowan’s site with front, side, and back shots along with the complete spin. ORB360˚ photography is essential for luxury fashion brands to best showcase their garment’s unique qualities, there is no better way to display the sparkle of a sequin dress or shine on a metallic bag than with ORB360˚.
5. Optimise your e-commerce by showcasing styles in different fabrics and colours
Aritzia utilises its 360˚ images to display different styles and colours of its Super Puff launch. Aritzia utilised ORB360˚ to showcase every fabric and colour available to consumers. In regular still images, it can be very hard to differentiate between different fabrics and colours yet with ORB360˚ images, high-definition imagery is created with a model in 72 different angles allowing to show how light can reflect off a fabric. Our technology has intelligent lighting designed to have true-to-colour imaging. Light settings are also completely customizable to fit all requests and best showcase every item. In Aritizia’s case, displaying the different finishes like their “high gloss” versus “liquid shine” is something that would not be achievable with normal e-commerce photography. But with ORB360˚ imagery you are able to see the differentiation of colours.
6. Demonstrate different types of fit with different-sized models and clothing.
ORB360˚ showcases how items fit with different-sized models or different-sized items. Tyler Mgilvery showcases how their designs look on different-sized models. Brand’s that focus on showcasing sizing are helping bridge the gap of size-inclusivity helping customers of all shapes and sizes to choose their best fit.