August 31, 2014 
“Have you ever found an article of clothing that looked ugly on the hanger, but when you put it on it made you believe in magic because there’s no way that it could be the same piece of clothing?” asks Chiara Zuccolotto, co-founder of Zuccolotto Designs.
“Sometimes you don’t see the potential of something until someone shows you all it has to offer.”
That’s the premise behind successfully selling your gently used equestrian apparel online. The key to moving items quickly and for a fair price lies in revealing their best attributes to prospective buyers.
Show Swap recruited professional stylist Zuccolotto to show you how to do exactly that! These are her dos and don’ts of product presentation. (Think of her as your equestrian GirlBoss.)
DO pay attention to presentation
“Presentation can make or break a sale,” says Zuccolotto. “Make sure to take the extra time to create the image you want your clients to see. Remember, you only get one chance to make a first impression.”
DON’T use hanger shots
First rule of resale: avoid the hanger shot! Displaying an article of clothing on a hanger is rarely effective, she says.
“It really narrows down the percentage of potential buyers. If someone doesn’t know the label, style or cut and only sees it on a hanger, they’ll have no idea how it fits on the body,” says Zuccolotto.
“A hanger shot also hides detail and that can kill sales.”
Use a model to show the fit of the item you are selling.
DO use a model
Instead of a hanger, shoot your article of clothing on an actual human or a mannequin form. (Value Village always some in stock.)
As your “fashion” shot, you’ll want to put a bit of effort into staging the photo.
“Think of magazines layouts,” continues Zuccolotto. “The models are on a white background, with clean make up—they hold a flattering pose and the clothing does all the talking. In fact, we don’t really even pay attention to the model. Let your product do the talking.”
DON’T pull photos from the designer’s site
Showing how an item appeared in a designer’s catalog is another common mistake. Buyers want to see the item as it currently appears, not in its former glory.
“If you do use fashion shots from the designer, only use them as one example, not the main picture,” she advises. “Depending on how old the product is and when those photos were taken, the item might appear dated, thus turning people off the style.”
Be sure to highlight distinctive details of the item you are selling.
DO focus on the details
Along with your fashion shot, you’ll need to include product shots—close up photos showing key details of the item you are selling.
“You want the product shot to be simple and to clearly show what the client is getting. Use the fashion shots to catch the eye of prospective buyers and product shots to illustrate the details of that item—the lining color, button design, pocket details, etc.”
If there is a flaw in the item, clearly identify it with a photo and clear description, as well.
DON’T overshadow the product
Overwhelmingly a product with accessories, busy backdrops or clutter distracts from what you are selling.
“If your product has a lot of texture or dynamic elements keep the setting clean and use either a white or pastel backdrop,” she continues. “Stay away from yellow, as a general rule. It can be distracting.”
Bold backdrops can work if the item is light colored or has a soft print. “But make sure it doesn’t overshadow the product,” says Zuccolotto.
Bold backgrounds can work with soft, light colored products.
DO shoot in natural lighting
“Lighting is another thing that can destroy a shot,” says Zuccolotto. “Make sure you find the best and most flattering lighting and beware of shadows!”
For optimal results, take your fashion and product shots in a well-lit room with as much ambient light as possible. Never shoot into the light as it’ll cast your subject in shadows.
DON’T show items you are not offering for sale
Accessories are like makeup—they can highlight the beauty that is already there and help catch the attention of a potential buyer. Just don’t post something you’re not willing to part with.
“I would only use accessories that you are selling so if someone wants to have the exact look you displayed, you can offer it. The biggest mistake is offering things you don’t sell or have available,” she says.
The scarf and crop don’t distract from coat, they compliment it.
DO pair complimentary items
Think about what sells together, continues Zuccolotto.
“Say you have a riding coat you are selling, layer it with a really unique riding shirt that catches the eye naturally but doesn’t distract. Or pair a complimentary belt with your breeches. Stage for your client and don’t go too crazy.”
DON’T be vague in your description
Equally important to good photos is a clear product description that identifies the brand, size, fit and condition of the item you are selling. Be specific.
“If there are ‘high tech’ fabrics or other unique elements, definitely make sure to name drop them. For example, you might write: ‘This [brand name] hunt coat has wicking properties and is machine washable,’” she says.
“Be specific in your details, but don’t write a novel. Straightforward bullet points are okay, too.”
Be specific in your product description.
DO use keywords
Keywords are another feature that can help move your item.
“Sustainable fashion is really big right now, so if you are in the resale/consignment market make sure you know the ‘it’ words and catch phrases to draw in today’s cliental. Phrases like ‘eco-‘ or ‘environmentally-friendly,’ ‘sustainable,’ ‘socially responsible.’
“They can double as hashtags on social media,” adds Zuccolotto.
DON’T overprice
Resale can be a tricky business with price points.
“A lot of people can get overzealous in their pricing, especially with designer brands and high-ticket items. Make it worth it for both you and your client,” says Zuccolotto.
“You want to attract people to the idea of consignment pieces so the prices need to show that. No one wants to discover that they could by something new for the same price!”
Now that you have a clear guide—start Swapping! Visit showswap.com to open your free account today!
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