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Overview of product presentation with moving images in fashion e-commerce

  • The purpose of this paper is to investigate how motion pictures are currently used for the product presentation of fashion articles. An explorative approach was chosen for the literature section. This study shows that the use of moving images for the presentation of fashion articles in online shops is possible in numerous different ways. In order to be able to use product presentation videos meaningfully, one should consider exactly what is the purpose of these videos. Different goals require different means. However, retailers should obtain enough information in advance to assess whether they can afford the production and post-processing of these videos.

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Author of HS ReutlingenBug, Peter; Helwig, Julia
Erschienen in:Fashion and film : moving images and consumer behavior
Place of publication:Singapore
Editor:Peter Bug
Document Type:Book chapter
Publication year:2020
Tag:fashion and film; fashion product presentation film; film fashion e-commerce; motion pictures in fashion e-commerce; motioned product presentation; shoppable video; video product presentation
Page Number:25
First Page:217
Last Page:241
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt