Returns – the true cost to fashion brands (and how to prevent them)

Technology has transformed the way in which we shop for clothes: purchases are made at the touch of a button. Yes, as we whizz towards a 5G world, the buying process has never been easier. It’s what happens next that has failed to keep up. Here we examine how ‘the returns problem’ is set to be the decade’s defining issue for online fashion retailing, and more importantly what can be done to solve it.
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Want to reverse fashion retail store performance? Think how your customer feels.

It makes sense to start HOLM’s series of expert blogs with the why? Why, when bricks-and-mortar fashion shops are closing left right and centre, and there’s a bunch of tech companies developing online personalisation tools, am I launching a system that involves both of these things – interaction with a sales assistant and an app?[…]

SIZING FLAWS BUT HOLM STYLING FITS

Sizing is the main reason for online fashion returns… or is it? Next time you try on a garment that’s a little tight… try another in the same size.

You may be surprised when you find a difference. Sometimes a big difference! This is because the processes within clothing manufacture (like pattern cutting and sewing) remains particularly manual. It means you rarely find garments identically sized (let alone symmetrical!)

What’s more, in HOLM’s ongoing research, we see variances of 10-15% in the same garments (i.e. same label size, same colour and design). For example, we found a 6cms difference around the chest on a major high street retailer’s medium size polo shirt. That’s a difference of ‘snug’ or ‘loose’ depending which one you selected!

This highlights that ‘SIZING’ recommendation is flawed. Made worse, when you realise that even when you do find a correct size fit, it doesn’t mean it looks good on you.
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