London – Womenswear label Finery has gamified its e-commerce experience, enabling customers to browse by mood.
The act of browsing, a fundamental part of discovery in bricks-and-mortar stores, has been given a new lease of life online by innovative brands taking a more imaginative approach to e-commerce.
To mark the launch of its autumn/winter 2015 collection, Finery invites customers to choose between a series of either-or images to determine which garment best suits their frame of mind.
The user’s preference for shots of parquet flooring, leather furniture, abstract expressionist artwork, corrugated iron fencing and bodies of water might match them to the wet-look Hanover Vinyl Trench Coat or minimalist Monmouth Parka.
Digital culture has taught us to prioritise efficiency and speed, but brands are increasingly introducing emotion and serendipity into their online worlds. Find out more in our Revelation Brands macrotrend.