Video is playing an increasingly important role in ecommerce, and in particular fashion. Just ask Zappos, BHLDN, or our friends, Roman Originals. Each of these retailers are among a growing crowd who use videos to let shoppers see how clothes look when worn by a real live person, rather than a stiffly posed model.

Roman Originals Dress Video

Businesses that use video to showcase their products and let customers get a better sense of the look and feel of them prior to purchase tend to see better conversion rates and longer time on page. Being able to see a product modeled live also makes it less likely a customer will make a poor purchasing decision and need to return the item.

Roman Originals is an excellent example of a retailer implementing video seamlessly into their site. Roman Originals is a clothing retailer based out of the UK, and they post videos of women wearing their clothing, in addition to the standard photos of the garments. Roman Originals and you will see the difference the video makes in the viewers’ ability to accurately gauge the fit and feel of the clothing.

What do you think – could you use video to showcase your products, even if you’re not in fashion? Share your experience or ideas in the comments below.

Written by Courtney Purchon

Courtney is the Head of Marketing at SproutVideo. Follow her on Twitter.

Posted December 18, 2013

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