5 Brands that do a good job showing Fabric Swatches on Product Page


As an eCommerce Agency, we are responsible for ensuring the product pages of our clients convert well. Even the smallest things matter and the opportunity to improve the conversion rate comes in many forms, depending on the product our clients are trying to sell. 

One such category is fabric items. When you’re trying to sell anything made out of fabric such as bedding sheets, furniture, curtains, or men’s suits, it’s a huge part of the product experience. Thus, it is your responsibility to show the fabric up close. 

If you were to walk inside a showroom to buy a couch, wouldn’t you want to touch the fabric to see how it feels? Also, since there has been a huge surge in online shopping in the past 2 years, calling a fabric ‘silk’ and a material ‘wooden finish’ just isn’t enough.

Small things like wrong sizes or bad placement can really affect the buying decision of the customer. When you decide to hide the fabric behind dropdowns, and tiny swatches, you are consciously giving your customers a reason to abandon the cart. 

But we know it’s not easy to fit the fabric experience into the product experience on your product page. So, here are 5 brands that do a good job of presenting swatches on the product pages.

  1. On Hover Swatch Zoom by RH

Formerly known as Restoration Hardware, RH is one of the most innovative and fastest-growing luxury brands in the home furnishings marketplace. They have a vast library of swatches of fabrics, leathers, furnishing as well as lighting finishes. The design options can help the customer to reimagine one room or an entire home. We really like how the thumbnails of the swatches slide out, you can see the entire product in that finish and the swatch is also big enough to see the grain of the wood. 

RH also has an option to order swatches that you may like at no additional cost. This allows the customer to not just see but feel and touch the finish before making the big decision to buy a piece of furniture. 

2. On Hover Swatch by Serene and Lily

Serena and Lilyhome decor retailer was founded on the premise of delivering modern, California-style furnishing through an outstanding customer shopping experience. Similar to RH, their furnishings come in a variety of colours and patterns and they have managed to display them very well on the website. Once you select the style that you like, the entire product is showcased in that pattern and upon hover, you can clearly see the textures of the fabric. It’s clean, simple, easy to navigate, and just what the customer needs.

  1. Dedicated Swatch Page by Sunday Shop

Sunday Shop offers a ​​holistic retail experience for all of the senses. Their fabric swatches are a great size and the customer can see the colours and textures to the T.  However, the product images do not change as you click on the swatch that you may like. Ideally, the product should also be shown in the selected swatch to have a better visual understanding of the product. We also love how they have a page dedicated to upholstery swatches where you can pick samples and order them to view in the comfort of your home. 

  1. High Definition Images by Drapers

A men’s suiting company from Italy that sells fabrics that are made from the best quality yarns. They have a huge variety of exquisite fabrics to choose from. Although they do not have multiple images of the fabrics, their swatches are on point. Customers can closely see the structure of the fabrics by zooming in. The images are as clear as they can get with all the required information about the weight, weave, composition, and care instructions.

  1. Detailed Swatches by The Fabric Store

The Fabric store is a New Zealand-owned and operated business that has grown organically into 9 retail stores across New Zealand and Australia. They are reworking the traditional textile supply model of purchasing entirely new or custom milled fabrics, allowing them to avoid the damaging and contradictory cycle of waste that it creates. They offer a variety of exclusive fabrics. The product pages have detailed information along with the swatches. We loved how each fabric was shown hanging so that the customer can have an idea about the weight of the fabric. This is a great example of online fabric stores. 

The best way to showcase swatches is the keep them clean, simple, and high-definition. The more user-friendly it is, the higher will be the conversion rate. We hope the above brands gave you an insight into how to present your product variants in the best way possible. If you have any more queries, you can get in touch with us and we’d be happy to help. Also, if you need us to look at your product page and help you improve it, please contact us.