1. Sex doesn’t sell. 2. Blondes don’t work. 3. Props distract. 4. Sofas are fine. 5. Playing with hair is ideal. Those are some of the insights a large lingerie company that makes serious researches has learned from testing the photos of models wearing its sexy lingerie online.
At the recent photo shoot, they were testing a new blonde model. While natural blondes make up about 16% of the U.S. population, and gentlemen have been said to prefer them, nobody wants to buy sexy lingerie from them. So far, no one with golden locks has sold well.
“Picture has a huge impact on sale when it comes to fashion”, – says the CEO of the company. “That’s especially true for an online retailer, where buyers make decisions based on images and what they convey. For lingerie it’s all the more important. You buy the product not only for what it looks like, but for the emotions that the product conveys to you and that you want to convey through he product.”
Interestingly, if customers see a lacy pushup on a model they like, they’ll buy it. Put the same thing on a model they don’t, and even a 10 euro price cut won’t compel them. Pose matters as well: the same product shot on the same model in a different posture can nudge sales a few percentage points in either direction. Another test found that a popular model can sell a more expensive version of the same garment.