Purpose - The purpose of this study is to understand female consumers’ behaviour within online shopping, in order to identify which features within three chosen elements, common within the presentation of women’s tops, reduce mental intangibility and stimulate perceived value. Design/methodology/approach - A standard qualitative study approached through two methods of data collection; interviews and focus groups, from which specific patterns and concepts were identified during the development of conversations. Research limitations - This study is limited to female students from The Swedish School of Textiles. The research will focus on three visual variables common within the online presentation of women’s tops. Originality/Value - This study contributes knowledge to online apparel retailers, enabling them to optimise their website product display, thus increasing their competitive advantage. Our analysis of the chosen visual elements will contribute to a further understanding on how to reduce mental intangibility through visual communication. Additionally by acknowledging how to influence customers’ perceived value, online retailers will be able to trigger loyalty. / Program: Master Programme in Fashion Management