Image is everything

UrbanOutfitters.com went big last summer, as in big images. The retailer continued using multiple images in its slideshow depicting twenty-something models in trendy outfits, but now the images fill the monitor. Urban Outfitters’ home page also features images of its furniture and home accessories, along with community-related content, such as the employee of the month. Community is also big on the web site, helping the retailer drive communication with and among its shoppers. “We want our customer base to interact with each other,” says Holly Devine, director of e-commerce. The retailer also changed product images to display every color available. “They are all shot differently, so shoppers can see details in different colors, to highlight the variety and features of the products,” Devine says.