Affordable fashion brands across the spectrum are attempting to change the trajectory of fast, furious and frivolous returns from their customers.
Could it be that charging for online returns could be the death of fast fashion?
“I seem to return nearly half my orders nowadays,” says one shopper, while another says she makes returns “all the time”. Recent The reason for such high levels of returns? Like most things these days, much of it can be attributed to the cost of living crisis. Customers are still buying around the same volume, with the average amount of items per order only dropping from 2.91 to 2.88, but it’s the realisation of how much things cost in the cold light of day that’s causing them to think twice and make returns.
“If it’s an outfit for a special occasion like a wedding, I’ll order a 20, 22 and 24 because I don’t want to be caught out,” says Sarah. This is known as ‘bracketing’, and it’s an increasingly popular way to get around a lack of physical stores in which to try on different sizes. During Covid, when loungewear reigned, this wasn’t as much of a problem, but now, Marci explains, more “size intensive” categories like jeans and party dresses are topping shopping lists.
Instead of learning and refining, fast fashion brands are making more products than ever. Marci explains that across the UK and the US, 4 million individual new products have been introduced online to date this year. That number is up 11% from last year and doesn’t account for all the different sizes of each new style that are made.
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