Recently, more and more customers prefer to shop online, because it is convenient, affordable and fast. However, in order to attract the attention and retain a potential buyer, it is necessary to present the product in the best possible light. And here the product card on the brand's website or app plays a key role. The ideal product card should be informative, attractive and user-friendly.

In this article, we analyzed the websites of leading Russian clothing brands and highlighted the main points that attract or, conversely, repel customers. The study was conducted on the basis of 3 Russian brands: 12 STOREEZ, 1811 STORES, USHATAVA.

The very first thing that catches your eye when you start flipping through the collection catalog is shooting on a white background. All three brands have models on a crystal white background in bright lighting. This is a very important condition, which, unfortunately, is not respected by all. Collections, especially monochrome ones, must be shot on a neutral background so that a potential buyer can examine all the small details in detail and nothing distracts his gaze. It is also extremely important to attach photos from different angles: standing, sitting, moving.

Another important point that must be indicated on the product card is the price, the client, flipping through the catalog, should not constantly click on the photo and wait for the page of a specific thing to load. This will only alienate the potential buyer. The 12 STOREEZ and USHATAVA brand has a very convenient price, it is immediately visible and no unnecessary questions arise, and in the 1811 STORES brand the cost is not immediately visible, you need to hover the cursor over a specific product, which is quite inconvenient, you want to scroll through the catalog and immediately see all the information.

It is important not only to present the collection aesthetically beautifully, but also to give the client all the necessary information about the product: material, composition, possible colors. I would also like to note that the brands 12 STOREEZ and USHATAVA write the parameters of the model in the product information and this is a very good solution, because many customers fall in love with how the thing looks in the picture and it is important to know the dimensions of the model in order to understand whether it will sit the same way.

After analyzing the websites of Russian clothing brands, you can see that only one model never represents the entire collection, there are usually several of them, which dilutes the picture and makes the site more interesting. Of course, attracting several models will be more expensive, but visually your site will look much more statuesque.

Of course, there are many more points that need to be taken into account when creating a product card for a brand, namely:

– Reviews and rating: reviews from other customers will help to ensure the quality of the brand's product and service. For example, another well-known Russian brand TOP TOP has an expert opinion of a stylist under each product, who tells what is attractive about this thing and what it can be combined with. Such a creative solution will definitely attract a buyer who trusts the opinion of professionals.

– “Buy” button:A convenient button for placing an order should be visible and easily accessible.

–Size chart: in order for the customer not to make a mistake with the size when ordering clothes, it is necessary to specify their own size chart. For example, the 1811 STORES brand personally helps its customers choose the right size, for this you need to write to the specified number. Such an attentive attitude to your client captivates and favorably distinguishes you from your competitors.

In general, the ideal product card is a combination of information, a competent variety of visual and user–friendliness. Brands that pay attention to detail and create high-quality product cards can significantly increase conversion.

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