Data Points

Infographic: Why Reviews Are Essential for Direct-to-Consumer Fashion Brands

They should be collecting photos of their products on real customers, too

Consumers trying projects and mobile device — More than half of consumers say photos are important when it comes to their decision to buy. Carlos Monteiro

Internet-savvy shoppers have more options than ever when shopping for new clothes. These days, it’s not enough to have a superior product. Brands need to make their websites deliver, too.

According to research from ecommerce marketing platform Yotpo, nearly three-quarters of consumers identify reviews as a very important driver behind their purchase decisions. And they don’t just want text reviews—54% say photos of actual customers wearing the product are an essential influence as well.

“This data highlights key areas of focus for the fashion industry.