RTIH’s Secret Shopper delves into online experience offered by the rising star that is Cider

As a seasoned secret shopper, I’ve had my fair share of adventures in the world of retail. From the smooth sailing of Primark Click and Collect to the tumultuous terrain of Pull and Bear’s in-store tech, I’ve seen it all.

For my latest article, I decided to delve into the online shopping experience with Cider, a brand I’ve been a customer of for a while now.

Known for its fresh, contemporary feel and innovative features, Cider is rapidly making a name for itself among Gen Z and millennials. Here’s a detailed look at my experience and why it might just be the next big thing in fast fashion.

From the moment I downloaded the Cider app, I was struck by its vibrant and modern design. It feels incredibly young and fresh, perfectly capturing the aesthetic that appeals to its target audience.

The app is intuitive and user-friendly, making it easy to browse through a wide range of clothing and accessories. What sets Cider apart, however, are the unique categories.

Instead of just the standard “tops” or “dresses,” it offers categories like “elegant,” “cute,” “coquette,” “kpop,” “gothic aesthetic,” and the intriguingly named “blokecore.” This categorisation feels very Gen Z and TikTok inspired, making it easy to find clothes that match your style and mood.

Cider, much like Shein a few years ago, is quickly rising in popularity among younger shoppers. The brand, founded in China in 2020 by four friends, has become a go-to for trendy clothing.

Its growth has been rapid, and it now employs over 500 staff across 14 countries, shipping to more than 130 countries worldwide. The company’s global appeal is evident in its vibrant and diverse collections inspired by street styles from cities like New York, LA, Shanghai, and Seoul.

Cider has also made significant strides in building a strong social media presence, boasting 5.1 million followers on Instagram and over 4.4 million likes on TikTok. The brand’s active engagement with its community is a major factor in its success.

One of the standout features of the app is its “Our Picks” section. As you start browsing and buying, the app curates a selection of clothes that it thinks you might like.

I was pleasantly surprised by how well Cider’s algorithm understood my style. The vast majority of the clothes suggested to me were items I would wear, which made the shopping experience even more enjoyable.

Additionally, Cider has an editorial section where you can see stylists’ picks, showcasing curated outfits in artful editorial photos that wouldn’t look out of place in a fashion magazine.

Features like “The Summer Series: Cider in the City” show different city looks, with models photographed in places like London and LA wearing Cider clothes. The feature adds a layer of inspiration and creativity, elevating the app above many other rivals.

Cider promotes its “Cidergang” community, a space for its most loyal customer base and fans to use social platforms like Instagram, TikTok, and Discord to discuss collections and initiatives and engage with other shoppers. This community driven approach helps build a strong connection between the brand and its customers, fostering loyalty and engagement.

You also see this in-app with the ‘Discover’ section of the Cider app, another innovative feature that enhances the shopping experience. Here, users share reviews and photos of their outfits, allowing other customers to “like” the posts.

Cider encourages this community interaction by offering incentives for users, who earn points for each item they review. It’s a fantastic way to see how the clothes look on real people and get honest feedback.

The loyalty programme, Cider Club, is one of the best things about the brand. With three levels, it offers various perks and rewards that make shopping even more rewarding.

Members can earn points for purchases, which can be redeemed for gifts like bags, shoes, and hair clips or used for money-off coupons. There’s a good selection of freebies ranging from low to high points, making it accessible for everyone. The Cider Club is a brilliant way to keep customers engaged and loyal to the brand.

Cider’s My Fit Size feature allows you to input your height, weight, and measurements, down to “belly size,” to ensure the best clothing size for you.

I found this feature to be fairly accurate, although a couple of items in my order didn’t look as flattering on me as they did on the 5’10” flat stomached model in the picture. Nevertheless, this personalised sizing tool is a valuable addition that helps customers find the right fit more often than not.

The returns policy is fascinating. While you can do the traditional return within a limited time, it also offers an option to keep the clothes and receive an instant store credit for the total amount of the items you want to return.

When I tested this option, I quickly received the credit within 24 hours and gifted the clothes to a friend.

Additionally, there’s an option to get an immediate refund without returning the clothes, although this is only 50% of the value. The approach is a clever way to handle the pesky returns issue that plagues online retailers.

It’s important to note that Cider’s clothes are definitely fast fashion. They are not the best made garments in the world, nor is the material the highest quality. However, the prices reflect this, and the style and trendiness of the clothes are what customers are looking for.

Delivery time is six to nine business days, so it’s not the best option if you need something quickly, but the wait is worth it for the price and style.

Despite its efforts towards sustainability, including the use of biodegradable packaging and a pre-order business model, Cider has faced criticism for greenwashing.

While it claims to have policies to reduce its environmental impact and uphold human rights, questions remain about working conditions, supply chain transparency, and the use of recyclable materials.

Cider offers a fresh online shopping experience that resonates with Gen Z and Millennials. Its unique categories, personalised picks, and active user community set it apart from other fast fashion retailers. While the quality of the clothes reflects their fast fashion nature, the affordable prices and trendy styles make Cider a popular choice.

The intuitive app, engaging loyalty programme, and innovative returns policy enhance the overall shopping experience, making it easy to see why Cider is quickly becoming a favourite among young shoppers.

As long as customers are aware of the fast fashion nature of the products, Cider provides a stylish and affordable way to keep up with the latest trends. For me, it has proven to be a fun and rewarding shopping experience, and I look forward to seeing how this rising star continues to evolve.