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Wednesday, Apr. 25, 2007 at 2:25 pm

Lights On, Lights Off

By Josh Hay
April 25th, 2007

fitting_room.jpgLast night, I was looking around JCrew and noticed in the fitting rooms they had an interesting switch labeled “Daytime” & “Nighttime.” Hitting this switch made the fitting room seem moonlit or sunlit, so you can see how the clothes will look in both situations.

After mentioning this to my girlfriend, she told me that H&M‘s dressing rooms also have a switch that is named “Daylight” that turns on a bulb that fills the dressing room with more natural light.

Yes, e-tailers, you can display your items in multiple ways. Don’t be afraid to venture outside of your company’s bottle and consider using more innovative ways to display products on the website. You’re doing it in your retail stores, so why are you waiting to implement it online?

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Comments (2)

  1. Hi Josh – greetings from the UK.

    When the circumstances are right – product / target market etc – I’m a big fan of using video as a demonstration tool. Could a 20 or 30 second clip of the jacket closed the sale for you? Caveat is that it needs to be professionally done which = expensive. Not common [yet?] for retailers – though I have seen the idea used in ‘review’ sites for mobile [cell] phones and ‘satisfied customer’ testimonials for complex services.

    Also …

    I notice in this article you use the phrase “Don’t be afraid to venture outside of your company’s bottle”.

    I use derivatives of the phrase all the time when referring to web site design – but I don’t know where I picked it up. Do you know where you got it from? I ask the question on .

    Any help appreciated. Regards … Alan

  2. I think you have to have alot of backing in order to do this. Video for clothing might be tough if fashion changes all of the time.

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