Yotpo research flags up sizeable problem of fashion returns

Reviews and social proof could play a key role in tackling the issue of fashion returns, according to research by Yotpo.

The company surveyed over 2,000 UK shoppers and found that 78% had returned up to £500 worth of items in the last year alone, rising to 81% among 14 – 21 year olds. Fit and quality issues proved the top reasons prompting returns for 83% of UK shoppers, followed by items appearing different in the flesh compared to what they looked like online for a further 47%.

When it comes to sizing reassurance, 63% of shoppers turn to user-generated content, such as reviews, to get further clarity, while 86% said that real-life photos of other customers wearing items of clothing were important when validating how a product would look like or fit them.

"We know that confidence around sizing is a significant contributor to both conversions and returns, so it's imperative that online fashion retailers support the buying journey at each stage by instilling confidence in the size, style and fit of a product. Luckily, simple changes to the online UX can support this,” says Talia Shani, Director at Yotpo.

"By having reviews from other customers displayed alongside product imagery, or showing user-generated content, such as photos and videos from other shoppers, can help customers validate their buying decision, making them more likely to convert and less likely to make a return – a win-win for the retailer,” she concludes.