January '19

For the Business of Apparel Decorating

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3 6 P R I N T W E A R J A N U A R Y 2 0 1 9 3 6 P R I N T W E A R J A N U A R Y 2 0 1 9 BUSINESS BUSINESS BUSINESS MANAGEMENT MANAGEMENT Internet Strategies Ke l l y " Ra g s " Ra g l a n d Image Impact O nline consumers have a few com- mon traits: A short attention span, the need for instant gratification, and a desire for good visual presen- tation of the product. Regarding your website, having top of the line, professional images of your products is a vital element. Consider the value of the images themselves and the way you approach purchasing items online using your best judgement as an online shopper. For me, if I'm looking at apparel, I want details (size, fit, fabric, etc.), but what got me there and what is going to close the sale is a good look at the product itself. With that in mind, an investment into a digital camera, tripod, and some good lighting with staging elements is well worth the time and investment into your product images. Taking things a step fur- ther, why not hire a professional photog- rapher? The images will eventually pay for themselves through sales. Regarding social media, images are practically a staple in the success of gen- erating clicks and sales. Study upon study and statistics from across the globe tell us that social media posts with images or video out-perform plain text by any measurement on any platform. You can also play tricks with social media images to boost performance. For example, post- ing an image of a simple question mark with a teaser about a product will gener- ate curiosity and drive clicks to that prod- uct, possibly more than an image of the product itself. When creating and editing your im- ages for online use, taking a little time to brand your images with a logo or your

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