The Apparel Presentations Of Online Apparel Sale

When sells the apparels under the network environment, the first thing that must do is to demonstrate the apparels by images on the web. The images have the main information of apparels. The consumers understand apparels by means of apparel images, when they buy apparels online. Through the observation to the images, they use their own consciousnesses to understand and judge the characteristics of the apparels, and finally form the whole cognitions. If the images cannot reflect the apparels accurately, and lack the authenticities, the consumers could have the cognitive errors of the online apparels. Through systematical study of the foundational knowledge of the relative disciplines, with the aid of picture authenticities, the research mainly aims to make the images complete and rich, reduce the cognitive errors of e-consumers, and make online buying more perfect. The research mainly includes four parts.Firstly, has studied the essences and functions of the apparel images in the online sale. Mainly includes three aspects, has analyzed the differences of the online sale and the traditional sale by Clothing Marketing, has studied the process by Psychology of Marketing that online consumers buy apparels online, and has studied the cognitive process of the online apparel images of online consumers by Cognitive Psychology. Concluded that, to enhance the cognitions of the online apparel images, should concentrate on the two aspects: the second signal system and the psychological cognitive system. In second signal system, the authenticities of the image information should be highlight, and during using images, may use characters and symbols to explain the characteristics of apparels, and fully display the information transmission functions of the characters and symbols; In the psychological cognitive system, the web should provide the knowledge of wearing and the experience of purchasing apparels online to improve the psychological cognitive system of purchasing apparels online.Secondly, has analyzed the present situation of the apparel presentations on the apparel-shopping sites. On the one hand, through the research of the apparel images on the apparel-selling sites, knew the kinds of presentation images. On the other hand, through the statistic analysis and typical analysis of the apparel presentations on the apparel-shopping sites, knew the overall situation of the apparel presentation on the domestic and foreign sites, and concluded that the applications of the supplementary presentations images should be considered.Thirdly, has studied the main body presentation images of apparels by experiments. In view of the needs of the online-selling apparels, has studied the influential factors and rules of the main body presentation images through three aspects, the apparel conditions, the photographic conditions and the image processing. Concluded that, from the apparel conditions, the demonstration way of models is better than that of dresses forms and mannequins, the images in which the models are showed below the noses are much better, and the postures that are optional are better. From the photographic conditions, the requests of image quality and image size are lower, and the light with small angle is much better. From the image processing, the visional effects are relative to the proportion of length and breadth and the area of the images, and the color processing has more influences on the visional effects.Finally, has studied the supplementary presentation images of the fabrics by experiments. In view of the authenticity of the fabric images, studied the general rules of apparel presentation of different appearances. Studied the relationships among the image authenticity, the fabric parameter, and the amplificatory coefficient by experiments.Along with the daily popularization of the online apparel sale, the ordinary online apparel distributors and the network clothing consumers should take the functions of the apparel images into account, and enhance the authenticity of the images, to make the consumer's cognitions unceasingly, and increase the achievements of online sale unceasingly.