For fashion retailers, an online lookbook is not only a way of showcasing a new collection, but an opportunity to truly engage consumers.
Far more enjoyable than absent-mindedly scrolling through product pages, many brands are using lookbooks to bring their products to life.
I’m not sure of the impact on sales, but the fact that so many retailers use them suggests they have some benefit for the customer experience or conversions.
With slick imagery and fluid design, here are seven top-notch examples. The first image in each example links to the lookbook.
Muji’s main website is separate to its online shop, enabling fun and informative content to take centre stage.
Its lookbooks fall in line with the brand’s clean and simple style, with each one being based around a single theme.
With equally simple yet engaging copy, shoppers are naturally encouraged to further explore the world of Muji.
Ted Baker’s website is very impressive, and with unique and immersive design features, its lookbooks are no exception.
In contrast to Muji, its style is complex and tongue-in-cheek, including a section of copy to set up a specific theme.
One of my favourite aspects of Ted Baker is that each lookbook is different and every campaign is based around an entirely original theme.
Using beautiful surroundings and great detail to complement the clothes and accessories, its latest example is visually stunning.
Discreet icons on the left hand-side encourage the user to either return to the homepage or discover more information about a product.
With an option to download the high-spec images, it is clear that, while Ted Baker isn’t serious about much, it places huge significance on the quality of its editorials.
Highlighting the brand’s laid-back vintage style, Nasty Gal’s lookbooks are full off big and bold imagery.
While its highly-stylised imagery might not be everyone’s cup of tea, its snappy copy and pop culture references break up the arresting nature of the page.
A great example of how to encourage the user to actively buy rather than browse – it also includes eye-catching calls-to-action and a dedicated shop at the bottom of the page.
Zara’s website (and in-store experience) can be divisive – however its online lookbooks are undoubtedly attractive.
Highlighting key pieces from its collection, it uses numbers and short headlines to grab the user’s attention.
By making each image clickable, it naturally encourages the user to browse.
With the same imagery used in the product pages, it shows how lookbooks can be integrated throughout a brand’s website.
With a dedicated lookbook section on its homepage, Whistles clearly places huge emphasis on showcasing its collections in this way.
And on further inspection, it’s no surprise why.
It employs a uniform block design, meaning each lookbook has an attractive consistency.
As well as the option to enlarge each image, a discreet symbol allows the user to click through to the product.
Similarly, one aspect I particularly like is that images include multiple links, allowing shoppers to easily complete a whole outfit.
While it is less immersive than other examples, Free People’s accessible and user-friendly design definitely deserves a mention.
Though separate to the category pages, its lookbooks are made up of a gallery of images at the top of product page.
For consumers who might be put-off by the thought of scrolling through image-heavy pages, this shoppable feature could prove more favourable.
I also liked the fact that it includes subtle social media symbols to encourage sharing.
Last year’s New Look lookbook (try saying that five times in a row…) demonstrates how high-quality editorial can elevate a high street brand.
It is full of lovely little touches such as integrated videos and images turning black and white when you hover over them.
Its clickable symbols seem to be inspired by Whistles, and when combined with a cool colour-block theme, its just as good.
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