The e-commerce fashion industry is booming, but it harbors a margin-killing problem: too many returns. Return rates for online clothing sales are often in the 30-40% range. Many are returned because the customer simply misjudged its size, or forgot to order a size smaller than their screen image, but many are returned because the item just didn’t match the person’s on-screen image. If a sweater is purchased and the color is not as vibrant as that shown on the website, the shopper’s confidence in the brand goes down the drain. Smart retailers look for technical post-production solutions to fill this pricey expectation gap. With an expert photo retouching service, brands can guarantee that the consumer will get exactly what they have seen online when they open the package at home.
Why Authentic Product Images Matter More Than Ever in Fashion Ecommerce
In the early days of online shopping, it was common practice to take images of things and airbrush out the reality and make them look impossibly perfect. The strategy has now completely reversed. The main principle of post production for today’s fashion retailers is complete authenticity.
Today’s consumers are very “suspicious” and easily put off by false pictures. Brands use photo editing and retouching to create a realistic virtual version of the real product to foster loyal relationships and avoid refunds. The post production teams work to fix any technical problems that can be fixed that the camera and studio lighting have caused to a fabric or a silhouette, rather than altering its natural appearance or attributes to make it look skinny. Everything now becomes about clarity, accuracy and honesty—all of which will help prevent the buyer’s remorse.
Accurate Color Correction: The Key to Reducing Fashion Product Returns
If you ask any online clothing retailer what the most common reasons for returns are, “color not as pictured” is sure to be on the list. Different camera sensors, studio strobes, and ambient colour temperatures can make a whole world of difference to the look of an emerald green or navy blue in a digital file.
A customer orders a bright crimson dress for a party and gets a dull burgundy, it’s going back into the post. A good photo retouching service comes to the rescue to make the effort of color calibration. Physical colour swatches and advanced colour-grading software software are used to ensure that the onscreen colour is just as accurate as the real fabric. Moreover, they can shoot one item in exquisite detail and edit it in a digital manner to fit all of the colour options in their stock, and keep them 100% accurate throughout the catalogue, without having to do costly and unnecessary reshoots.
Ghost Mannequin Editing Helps Shoppers Understand Fit and Shape
The lack of knowledge of the fit and drape of the garment is another giant reason for apparel returns. Good flat lay photo shoots can help a garment appear lifeless and boxy, and leave the consumer to imagine how it will fit on a person’s body. As with any live model, the extra cost to hire models for each and every piece is ideal for a fast-selling high volume stock but can be cost prohibitive.
The answer is in the ‘invisible mannequin’ or ‘ghost mannequin’ technique. They use specialized photo editing and retouching services to photograph a mannequin wearing the garment, and then expertly stitch the neck, sleeves and inner hems in post production. This takes out the plastic dummy completely and leaves a hollow 3D modeling of the clothes. The natural shape, the drop of the hemline and the internal lining are all suddenly visible, cutting down significantly the uncertainty that a customer might experience and therefore also the returned order rate.
Showcasing Fabric Texture and Product Details Through Professional Retouching
Colours and forms aren’t the only aspects of apparel, it’s also very touch based. In a real store, a person can feel a ribbed knit, touch the solid feel of raw denim or examine the intricate stitching of a leather jacket. Online, the photograph needs to do all of that. The texture is lost if the image is blurry, poorly lit or compressed, which will result in poor expectations once delivered.
This is the place an expert photo retouching service can come in and help extract these essential details that are often overlooked. Techniques such as these are used by agencies like Visuals Clipping and allow the weave of a fabric or the metallic luster of a zipper to stand out from the screen. These distinct selling features help attract the attention of the online shopper and help retailers defend their price, not to mention the fact that they provide a virtual “feel” of the article before the customer clicks buy.
Creating a Consistent Product Catalog That Builds Customer Trust
Unconsciously, when the lighting is inconsistent, shadows vary in depth, and the apparel is not properly aligned, there is a discomfort on the product page. If a brand seems like it could be unprofessional on the web, their customers think that their product may be of poor quality and the handling of the order will be as well.
Visual standardization is one of the most important pillars when considering return rate reduction and is carried out mainly in post-production. A specialized photo editing company guarantees that each and every photo is consistent with the brand guidelines. This unifying visual harmony is achieved by making a number of critical adjustments:
- Pure white backgrounds: Removing distractions from the page to make the product stand out.
- Uniform margins and cropping: Perfect alignment of all thumbnails on the e-commerce grid for an attractive and premium browsing experience.
- Natural drop shadows: Applying shadows to the clothing in a realistic way, not making it look out of place in a three-dimensional environment.
- Non-destructive blemish removal: Picking up leftover bits of dust from the studio or the loose thread without damaging the fabric itself.
If a customer feels like they are buying from a high quality, reputable brand, they’re buying with great intent and statistically have a lower rate of return.
Conclusion
One of the most critical aspects of fashion ecommerce is maintaining low return rates, just as it is for making sales. Each returned product reduces profits straight away via reverse logistics, restocking expenses and even possible markdowns. When brands focus on providing accurate, high fidelity imagery, there’s no doubt in the minds of consumers that they’ll meet reality once the product arrives. Investing in a professional photo retouching business isn’t just a marketing cost; it’s a critical investment in the bottom line, a guarantee of customer confidence, and a way to make sure products shipped are not found in the customer’s bedroom.
Also Read: Professional vs. Average Photo Retouching
