We ran a simple test. Shoppers saw 100 products as catalogue photos, then held the real garments, then saw a feed of themselves wearing each one.

Photos and fabric barely moved

From catalogue photos, shoppers liked 1 to 2 products out of 100. Holding the real garment didn’t help much: still 1 to 2.

Seeing it on herself changed everything

When the same garments appeared on the shopper’s own body, likes jumped to 8 to 10 out of 100. Taste was never the problem. Imagination was.

That gap is what Flickd closes, on the product page, at the mirror and at the rack.