New interactive tools are being introduced that allow surfers on sites such as landsend.com to view apparel product selections on virtual models in full, 360-degree rotational view. In some cases, the viewer can modify the bodies, face, skin colouring and hairstyles of these models. In others, the consumer can project their own likeness into the space by scanning a photo into a ‘makeover’

programme.182 Visit landsend.com or another site that offers a personalized model. Surf around.

Try on some clothes. How was your experience?

How helpful was this model? When you shop for clothes online, would you rather see how they look on a body with dimensions the same as yours, or on a different body? What advice can you give website designers who are trying to personalize these shopping environments by creating lifelike models to guide you through the site?