Increasing fabric perception accuracy of consumers in online fashion retailing

Purpose This research examined how to present clothing fabrics online so that consumers gain an accurate impression. Providing online shoppers with accurate product information will lead to fewer product returns, offering clear economic and ecological benefits. Design/methodology/approach Two studies (N = 90 and N = 379) assessed the accuracy of fabric perception in different online presentation conditions. A base condition showing conventional information was compared to three conditions with additional information: scrunched fabric pictures; a video of a model wearing the dress or a video showing hands interacting with the fabric. ANOVA tests assessed the effect of the online condition on fabric perception discrepancies between the online-presented and actual dress. Findings A video in which hands interact with fabric, stretching, shaking, and crunching it, improved an accurate online fabric perception, specifically for stiffness and stretchability. A model video improved perception accuracy for glossiness. Scrunched fabric pictures improved accurate glossiness and thickness perception but worsened weight and stiffness perception for specific dresses. Practical implications These findings aid companies in making an informed decision on how to present fabrics with certain properties online in order to reduce product returns. Originality/value Existing research on the effect of different types of product presentation mainly focused on heightening purchase intention. We focused on increasing actual fabric perception accuracy, which will aid in adopting a more sustainable retail strategy by preventing unnecessary returns.