Vizit developed the world’s first Visual Brand Performance Platform to help leading brands and retailers measure, understand, and optimize the business impact of their visual marketing, content, and design investments using patented AI technology.
Vizit’s recent Apparel Visual Brand Performance Report included a section dissecting the image trends of men’s fleece jackets. A prime example of a high-scoring product detail page (PDP) in this category is the Columbia Men’s PHG Fleece Jacket on Amazon.
The PHG Fleece Jacket hero image earned a Vizit score of 93.9, firmly placing it in the top 10 highest scoring hero images in the category when using a Men’s Clothing Audience Lens.
The image adheres to some of the best practices for this target audience, including showing a clear picture of the front of the jacket, having the jacket zipped up, and cropping the face of the model.
Vizit’s Visual Brand Performance platform also rated this hero image as Somewhat Distinct. Pairing the jacket with camouflage pants—a unique choice that matches with the product—ensures it will stand out against safer choices.
Columbia’s carousel images are simple but effective. The highest-scoring visuals show closely cropped photos of the jacket’s details, including how it looks zipped all the way up and the back.
Other visuals in the carousel earn moderate scores. These images are designed to show off features of the jacket, and are somewhat effective in that regard; however, they could be improved by zooming in even closer on the key features to show off texture and functionality.
Overall, Columbia scores well with both its hero and carousel images. The brand is well served by following visual best practices such as showing close ups of product features, cropping the head of the model, and including different views of the jacket. However, Columbia could improve its PDP by including a 360-degree video. The brand could also adjust some of the lower scoring carousel images to include larger visuals of jacket features and a close-up of the fabric texture.
Want to see more of what’s influencing online purchasing decisions? Access our full Apparel Visual Brand Performance Report to see which brands and visual trends make the biggest impact on the digital shelf.