TY  - CHAP
U1  - Buchbeitrag
A1  - Bug, Peter
A1  - Helwig, Julia
ED  - Bug, Peter
T1  - Current use of moving images for product presentation in fashion e-commerce
T2  - Fashion and film : moving images and consumer behavior
N2  - The purpose of this paper is to investigate how motion pictures are currently used for the product presentation of fashion articles in online shops in the German, American and British markets. This study shows that the use of moving images for the presentation of fashion articles in online shops is underutilized. With the amount of data that was manageable within the scope of this chapter, no valid generalizations can be made. All described results must be understood as an indication. In order to be able to use product presentation videos meaningfully, one should consider before exactly what is the purpose of these videos. Different goals require different means. However, retailer should obtain enough information in advance to assess whether they can afford the production and post processing of these videos.
KW  - fashion and film
KW  - fashion product film
KW  - motion pictures in fashion e-commerce
KW  - fashion product presentation film
KW  - motioned product presentation
KW  - film fashion e-commerce
KW  - shoppable video
KW  - video product presentation
KW  - retail fashion product film
Y1  - 2020
SN  - 978-981-13-9542-0
SB  - 978-981-13-9542-0
U6  - https://doi.org/10.1007/978-981-13-9542-0_12
DO  - https://doi.org/10.1007/978-981-13-9542-0_12
SP  - 243
EP  - 267
S1  - 25
PB  - Springer
CY  - Singapore
ER  -