Research: Size-inclusive product photos lead to fewer returns and more confident consumer purchasing behaviour

The age-old idea that thin models sell more clothes is being debunked by recent research published in the Journal of the Academy of Marketing Science, entitled 'One size does not fit all: Optimising size-inclusive model photography mitigates fit risk in online fashion retailing'. The researchers not only show that featuring different-sized models in e-commerce leads to fewer returns, but also that consumers feel more confident in their purchasing behaviour when 'authentic models' are shown.