Purex Models Good Apparel Selling

There are several good things I could say about the Purex site and it's green T-shirt contest, including the nice uses of subtle animation, and the playful t-shirt tool, but I really want to focus on one thing--a really smart functionality that I would have expected from an apparel retailer, not a detergent brand.

So Purex is doing a contest where consumers have tools to design their own T-shirt. Once you're done designing it, before submitting your design to the T-shirt gallery, you can preview the shirt -- on one of four models. And not just in a still photo, but rather a short piece of video where the model is moving around a slight bit. So choose the model you like best or who looks most like you and that model is suddenly modeling your shirt.

And yes, there is one apparel retailer I'm aware of doing something like this. I've been meaning to point out the fairly new Martin + Osa site also leverages video for showing off it's duds in a similar fashion.