How to improve your online rates for Childrenswear

The Kid's fashion industry is a massively growing sector in e-commerce – but on-figure photoshoots for the category are a huge challenge, which inevitably affects time to market, online conversion, and return rates.

May 9, 2022 9:27:53 AM

Traditional model photography brings multiple challenges to all fashion retailers regardless of the categories they shoot. Now, let’s think of these well-known challenges, plus the new ones that come with having very young models in remote locations participating in long photo shoots:

Unplanned situations can happen - and will happen. Longer model shoots are required to deal with potential distractions and fluctuating moods.
There’s no possibility to repeat actions or specific moves. Also, it’s important to have a bigger team on-set with toys and props that can take care of and entertain the young models.
And last, labor regulations in some countries forbid children to work in such an environment.

Sadly, this leaves the childrenswear retailer or brand with the only option to present their assortment on hangers or just pure flat imagery in order to keep costs and logistics under control. Even if capturing flat imagery might have cost and time efficiencies, it also means poor representation of sizing, fabrics and overall image quality for the online shopper.
Burberry - Farfetch Imagery from online luxury fashion retailer - Childrenswear category.

A recent analysis of conversion and return rates¹ for Childrenswear has proven that there is a competitive advantage in presenting on-model imagery and offering a more elevated experience to the customer:

Increased conversion - an A/B test carried out by a European Kids Brand Group showed an uplift of 184% on Add to Cart and an uplift of 74% on Order when comparing Looklet model images versus flat images.
Optimized customer engagement - 88% of the European Kids Brand Group’s customers said that they were more likely to buy if they could see the item on a model.
Lower returns - the same A/B test proved that Looklet model images resulted in lower bounce and exit rates.

“An A/B test done by a European Kids Brand Group proved that Looklet model images had 184% uplift on Add to cart, 74% uplift on Order and lower bounce and exit rates when compared to flat images.”

At Looklet we have rearranged the traditional process into a custom solution that makes Childrenswear photography accessible and consistent, yet still playful. We offer a complete overview of product fit and style, a great variety of models, and the ability to show unisex items on boy and girl models without the conventional complications.

Our Kids poses for Age 3 and Age 6 are now available in the highest possible resolution. More detailed information on the hardware, model library and digital assets is available in our latest Kids brochure.

Source: A/B test. Duration: 6 weeks (Q4 2020); device: mobile; audience: all.