[ 01-04 ]
“A picture paints a thousand words.“ The saying has been known for years, but it is even more true today. In branding, a distinctive and consistent visual language creates instant recognition, evokes emotion, supports storytelling, proves diversity and drives purchase decisions. Explore how the apparel industry approaches imagery.
Imagery [01]
Imagery Content
Primarily a product showcase: The images featured on the websites of the world’s largest apparel brands focus mainly on items for sale.
Tags: background, outfit, photograph, woman, light, wall, bag, coat, store, leg
[AI generated*]
Compares the selected brand’s imagery (above) to other industry brands. Each bar represents the percentage of similarity.
The Regular Brand
0%
25%
50%
75%
100%
62 %
Burberry
62 %
Louis Vuitton
62 %
Victorias Secret
61 %
Coach
61 %
Dior
61 %
H&M
61 %
Gucci
61 %
Hermes
61 %
Ralph Lauren
60 %
Cartier
60 %
Chanel
60 %
UNIQLO
59 %
Prada
59 %
Armani
59 %
Yves Saint Laurent
58 %
Lululemon
58 %
Zara
58 %
Ray Ban
57 %
Tiffany & Co
56 %
Adidas
56 %
Rolex
55 %
Puma
55 %
Nike
54 %
Omega
54 %
Chow Tai Fook
*Deviations from real image motivs due to AI generation
Imagery [02]
Tonality
The overall visual tone of the world's leading apparel brands' websites is neutral and shows low vibrancy.
Distribution of the image temperature
8%
69%
23%
Warm
Neutral
Cold
Color distribution by vibrancy
10%
90%
Vibrant
Balanced
Imagery [03]
Perspective
Possibly as a result of most websites also functioning as shops, 97% of them display conventional visual perspectives.
Distribution of image perspectives
Normal
97%
Extreme
3%
Imagery [04]
Style
Apparel is visually represented in a highly realistic style, with 83% of the web pages of the world’s leading apparel brands featuring photographic imagery.
Usage of image categories
Photography
2d illustration
3d illustration
Previous Chapter
Colors
Next Chapter