Flat vs. Worn visuals
Impact of visuals on fashion e-commerce conversion rates: flat images vs. mounted images.
E-commerce Fashion & product visuals
In fashion e-commerce, product visuals are one of the key conversion levers. But which approach is more effective in maximizing sales: flat lay images or garments worn by models (human or AI)?
This article analyzes the impact of these two formats on sales performance, based on the latest behavioral studies and industry data.
Conversion rates in online fashion: where do we stand?
Average conversion rates in the fashion sector range from 2.5% to 5.17%, and up to 6% on average for premium players. However, these figures mask significant variations linked to :
Brand positioning (luxury vs. fast-fashion)
Technological maturity of the site (interface, UX, speed)
Optimization of customer paths (fluidity of the purchasing tunnel)
One key element stands out: the type of visuals used in product sheets. According to 2024's data, wearable visuals perform far better than simple flat images.
Why do mounted images convert better?
In e-commerce, the visual is one of the site visitor's only "contacts" with the product. Whether it's static or video, it's important to visualize the material, the cut, the fit... Visual psychology therefore plays a central role in conversion rates.
1. Projection effect and activation of mirror neurons
Seeing a garment being worn allows the consumer to better project themselves, creating a stronger emotional connection with the product. Studies show that this effect increases purchase intentions by 27% compared to flat images.
2. Reduce size and fit uncertainty
One of the main obstacles to buying online is doubts about fit and size.
Wearable images reduce these fears by 37%, by enabling a better assessment of proportions.
Result: 40% fewer after-sales contacts on sizing-related issues.
3. Longer engagement time on the product page
Product sheets with worn visuals hold attention 53% longer than those with only flat images (average time of 19s vs. 12s).
→ More time spent = more chance of conversion.
Projection effect: Human models activate mirror neurons, facilitating mental appropriation of the product324
Reduced uncertainty: 3D visualization implicit in worn shots reduces size-related fears by 37%15
Emotional stimulation: Narrative compositions (themed flat lay) increase the time spent on cards by 22%26
Performance comparison between flat and mounted images
| Visual type | Average conversion rate | Cart abandonment rate | Return rate |
|---|---|---|---|
| Flat lay alone | 1,8 % - 2,4 % | 68 % | 19 % |
| Human model | 3,1 % - 5,2 % | 42 % | 8 % |
| Mixed (flat lay + porter) | 4,7 % - 6,3 % | 35 % | 6 % |
The figures speak for themselves:
+53% engagement on worn visuals
2.4 times more clicks on interactive zooms of modeled images
Return rate divided by 3 thanks to ported images
When to use each type of visual?
1. For technical and made-to-measure garments
Not only technical garments, but also suits, evening gowns and tailored pieces benefit greatly from the mannequins worn.
Better perception of fabric fall and finishing details
+18% average conversion rate
2. For ready-to-wear
The mix of the two formats (50% ported + 50% flat lay) is the best performing.
+27% basket additions vs. single-view products
-33% fewer returns thanks to technical details provided on flat product zooms
3. For accessories and small parts
Jewelry and belts sell better with artistic flat-lay compositions.
+15% conversion rate thanks to careful staging
3.2 times more shares on social networks
Trends in 2025: towards a hybridization of formats thanks to AI?
1. AI Models
Generative AI creates virtual mannequins that perfectly embody brand DNA
It also makes it possible to create an infinite number of variations for a single product.
2. Augmented reality and virtual fitting
More and more e-tailers are offering the superimposition of worn and flat visuals thanks to augmented reality. The use is not yet widespread, but it could develop.
3. Sustainability and cost reduction
Optimized 3D visuals reduce the carbon footprint of traditional shoots by 72%.
ROI increases (up to 5.8 times) with the reuse of digital assets.
What strategy should fashion brands adopt in 2025?
The figures confirm that a hybrid approach is the key to e-commerce performance:
Wearable images for emotion, reassurance and lower returns
Flat lays for precision detail and mobile-first operation
Advanced interactivity (zoom, 360°, AR) to boost engagement
Brands adopting this mix gain an average +2.4 conversion points vs. those using a single format.
In 2025, the challenge will be toautomate and intelligently personalize these visuals, while retaining the authenticity and creative identity specific to fashion.
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Artcare reinvents fashion and luxury through virtual mannequins of unparalleled precision. A new vision of brand imagery, to carry your DNA, with no compromise between aesthetics and innovation.
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