COMMUNICATING NON-DIGITAL ATTRIBUTES THROUGH DIGITAL MEDIA ON APPAREL E-COMMERCE WEBSITES

Some attributes of apparel are difficult to communicate digitally, such as texture. Moreover, the lack of size standardisation practiced by the industry raises several doubts for the consumer/user, leading them, to buy products that do not meet their expectations. We intend to create guidelines for the development of websites with optimised usability, to provide the necessary support for the user's journey. The study presented is part of an ongoing doctoral research, this article aims to promote a discussion regarding the difficulties in communicating certain attributes of apparel product.