But this aspirational content often only does just that. It gives us something to dream about, the perfect dress being worn on the same perfect beach. We might even save it to our ‘dream outfits’ board on Pinterest, but too often that’s where engagement with a particular item or outfit comes to a crashing halt.
At the other end of the conversion funnel, when we go shopping online or offline, inspiration can be hard to find. If we’re lucky, we get to see a model wearing them in front of a white background. All too often, the clothes just float there in mid air, like an archeological artefact exhibited in a museum.
Too often the focus is on what the clothes are right now, and not what they could be. We don’t buy a beautiful cocktail dress to stand in front of a white screen, but to dazzle the crowd at a party. So show us the party, and just how amazing we’ll look.