Pictures: Vestiare Collective
Why do we lose the fight with returns having body scanning and VTO solutions for a decade?
Picture this – you order three dresses, keep one, and return the rest. It’s a familiar scenario for many of us. In the UK alone, customers return a staggering £7 billion worth of internet purchases annually. Globally, more than a fifth of all clothes bought online end up being sent back1. This boomerang shopping habit has serious consequences for both the environment and retailers.
It grows with the speed of the epidemic.
Returns are a ticking time bomb for fashion retailers. On average, nearly 40% of apparel items are returned, and less than half of those can be resold at full price2. The cost of handling returns is substantial – it can set companies back £11 for dealing with a single £89 item when 20% of orders come back1.
Production and logistics costs of growing returns turn out to be a waste of resources and budgets with a negative climate impact. Fashion’s notorious environmental footprint contributes up to 10% of global carbon dioxide emissions. The rise of fast fashion exacerbates this issue, encouraging frequent purchases of low-priced, non-durable items. When these items are returned, they often end up in landfills, creating a giant carbon footprint34.
The Illusion of Fit Technology
The problem of returns is not new and the technologies trying to solve it have been around for more than a decade already. What’s wrong with sizing, fitting and VTO (virtual try-on) solutions?
Body Scanning and Virtual Try-Ons: Retailers have invested in technologies like body scanning and virtual fitting rooms. While these tools aim to enhance the online shopping experience, they fall short in addressing the core issue: fit. A virtual try-on may show how a garment looks, but it can’t guarantee how it feels or fits in real life.
The Fit Challenge: Fit remains elusive due to variations in body shapes, personal preferences, and fabric behavior. Even if a virtual model looks great in a dress, it doesn’t account for the way it hugs your curves or restricts movement. The frustration of receiving ill-fitting clothes leads to more returns.
The Accuracy Conundrum
Production Inconsistencies: Here’s a surprising fact – two pairs of jeans labeled the same size and model can have subtle differences. Waist measurements, leg lengths, and overall fit can vary by a couple of centimeters. These inconsistencies arise during production, affecting the end product.
The Zero-Size Myth: The idea that standardizing sizes will eliminate returns is a myth. Bodies are diverse, and no one-size-fits-all solution exists. Even if we achieve perfect sizing, individual preferences and comfort levels still play a significant role.
A Sustainable Solution: Complete Looks
Some retailers put QR codes on their in-store merchandise price tags to motivate shoppers to go online. Thinking about reducing returns it would be more efficient to do the opposite and offer the complete looks in-store in real-time where the shopper can try-on the look to make sure it fits.
The Game-Changer: Imagine stepping into a physical store, trying on an entire outfit – top, pants, shoes, and accessories. You assess not only how each piece looks but also how it feels. If it passes the test, you buy the complete look. This approach drastically reduces the chances of returns.
Why It Works:
Holistic Evaluation: Trying on a complete ensemble allows you to gauge the overall fit, comfort, and style coherence.
Reduced Guesswork: No more wondering if the top will match those jeans or if the shoes pinch your toes.
Fewer Returns: When you buy the entire look, you’re committed. It’s a win-win for both shoppers and retailers.
Conclusion
Fashion returns are more than just a logistical headache; they impact our planet and strain retailers’ resources. Based on the fact that most shoppers are omnichannel anyway and 92% of them would like to behave more sustainable it makes sense to help them to reduce the waste of resources connected with returns.
1: The Guardian 3: Phys.org 2: StyleSage 4: Panaprium