Unlike overstyling (hi Miu Miu), showcasing the versatility of the pieces can be an additional argument that stimulates purchases. If we look at it more deeply, versatility is part of the #sustainability trend towards mindful consumption, where an item can play several roles in the wardrobe.
This summer, silk scarves have become not only an accessory to add an accent—whether as a headpiece, a neck accessory, or a belt—but also a fully independent wardrobe item, serving as a top, sarong, or even a bag.
Not long ago, I was browsing boutiques and noticed how two brands were showcasing this wardrobe piece. Louis Vuitton presented at least five styling variations and also demonstrated the print in detail. Hermes, on the other hand, opted for a rather minimalist display with a focus on the print itself.
The situation online is different.
Collection page
Louis Vuitton collection page display is standardized and contains full-picture shots of the scarves. If you browse further through the images, you will either see the option to wear it around the neck (without a model pictured) or various styling options on a model.
The model shots are definitely the preferable way to display the versatility of the piece. What I especially like are the different ways to style the item shown.
Hermes, where silk and textiles accounted for almost 5.25% (or €194 million) of revenue in the first half of 2024, has mastered the online display for silk scarves even better. While the brand places significant emphasis on illustrations, often collaborating with artists, Hermes also provides a practical view on the collection page. Full-size shots (focused on the illustration) are mixed with styling options (focused on versatility).
*The first image on the product page is set in the product page settings.
In this way, Hermes appeals both to customers interested in design and those looking for a versatile accessory.
Product page
While Hermes has a model view almost on every product page (sometimes even a few variant to wear),
- Louis Vuitton often offers only no-model shot on product pages, which can be considered like a gap.
So by displaying a multiple way of wearing an item on collection and product pages in e-commerce a brandachieves several key benefits:
Showcases Versatility: It highlights the product's adaptability, demonstrating that it can serve multiple purposes and be styled in various ways. This makes the item more appealing to customers seeking value and flexibility from their purchase.
Inspires Customers: By offering creative styling options, brands inspire customers to visualize how they might incorporate the product into their wardrobe, increasing the likelihood of purchase.
Reduces Hesitation: Displaying different uses for a product can alleviate doubts and answer questions customers may have about functionality, fit, or styling, helping to reduce purchase hesitation.
Increases Perceived Value: When customers see that a single item can be worn or used in multiple ways, it enhances the perceived value, making them feel they are getting more for their money.
Encourages Upselling: By demonstrating different styling combinations, brands can subtly encourage customers to purchase complementary products or accessories, increasing the average order value (in case of Hermes scarf rings may be considered as upsell item)
Improves Customer Experience: A detailed and engaging product display enhances the overall user experience, leading to higher customer satisfaction and potentially more return visits.
Versatility display was also used when creating my digital lookbook project for luxury fashion - by styling single piece in different ways.
Although Hermes and Louis Vuitton have yet to fully capitalize on the versatility display, there is a way to enhance versatility display without overloading both product and collection pages. This solution would work especially well for accessories that can be styled in various ways.
While photographing every possible styling option for a single item may be challenging, and displaying all of them on a product page could affect both loading speed and the minimalist design, there's an alternative that showcases versatility without needing additional resources.