Why are non-Indian models preferred for ecommerce? Extension of an Indian’s obsession with fair skin?

Too fair is unfair

The Indian obsession with fair skin seems to have gone beyond matrimonial ads that seek, ‘fair, slim’ brides. The fashion industry is filled with Caucasian models with fair skin and hair. This trend has spilled over to the ecommerce sector as well, with non-Indian models endorsing products ranging from western wear and lingerie to ethnic Indian clothes.

The reason for this trend

Buyers are unsettled when they see non-Indian models ruling the online marketplaces. Apparently, a survey conducted of a handful of apparel websites showed that more than 50% of the models were white. Buyers feel that western models are not suited to carry off Indian clothes like saris or lehengas due to the natural disposition of their physique.

Model coordinators and companies insist that this has nothing to do with skin colour or the models’ fees. Caucasian models charge almost the same or even lesser fees when compared to their Indian counterparts.

The fact is that Caucasian models are a lot more professional in their work and conduct. According to Murali Balan of Tenovia Solutions (a company that handles ecommerce operations for brands) “They’re professional, they’re punctual and they work well with photographers because of which you can get more shots in a day.”

Another argument in favour of non-Indian models is the fact that it encourages globalization. Prasad Bidapa, Bangalore based fashion consultant says, “It’s not a colour bias. If you look at the fashion industry today, just any fashion show, you’ll see a range of skin tones. We’re sending the right message globally.” He also says that working with foreign models encourages Indian models to observe their working style and imbibe some of it.

On the flipside

Some websites and sellers seem to have taken this a tad too seriously. They prefer to mount their products on everyday women as against professional models. While this is appreciable, it might not do much good to sell the products. Here’s an example of product images uploaded on Voonik:

At a time when there is such fierce competition, can etailers or sellers really take customers for granted and expect them to be wooed this way? Has ecommerce really reached the point that anything and everything can sell online, no matter what’s displayed on the screen for a customer to see?

Images are extremely important!

IOS has spoken at length on the importance of using attractive images in ecommerce. In the absence of the physical product, the buyer has little choice other than to depend on the images to get an idea on the product. Here, we talk about how the buyer’s choices are influenced by the images, or the lack of them. If the images are not good, or are missing, buyers will rather skip it.

It is not enough that there are a few random pictures; they need to be high quality images, professionally shot. In this article, IOS gives tips on how to create good images.

At the end of the day, images are the only link between the buyer and the product in an ecommerce setting. Sellers must put careful thought, time and resources in getting their shots right, because you have only one shot at attracting the customers’ attention.