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Why It's Harder to Sell Little Black Dresses Online

Print master <b>Mary Katrantzou's</b> spring 2014 runway
Print master Mary Katrantzou's spring 2014 runway

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Printed dresses trumped the iconic Little Black Dress in online sales this holiday season, according to The Guardian. Matchesfashion.com told the paper that "print or colored dresses sell double the amount of black ones" and ASOS revealed that "60% of dress sales come from designs that are not LBDs." Cyclical trends are responsible in part for the tipping of the scale, but e-tailers are honing into a larger phenomenon: Hanger appeal may have worked in LBDs favor in a pre-screen-saturated world, but prints pop online.

And consumers are taking cues from their own online presence as well. Take, for example, the Peter Pilotto designer's thought process for the forthcoming Target collaboration. Co-designer Christopher De Vos credited Facebook and Instagram as a sort of aesthetic test for the collection, saying, "Today you need to analyze how something looks in a small photo, and that's present while you create. If something is not photogenic, it's just not happening."
· Online Sales of Coloured and Print Dresses Eclipse the Little Black Dress [The Guardian]
· First Look: Peter Pilotto for Target Will Look Good on Instagram [Racked]