Fashion shoppers’ post-purchase selfies are key to cutting the rising volume of online returns

Ira T. Martin


61% of US and British isles customers say looking at visual person-generated material (UGC) from other shoppers can lower the escalating selection of vogue ecommerce returns which is hitting retailers’ profitability and sustainability targets. And all around half of individuals now acknowledge that returning on the web vogue purchases is lousy for the setting

NEW YORK and LONDON (July 14, 2022) – 61%[1] of customers questioned in a new poll believe vogue suppliers can slice rapidly soaring ecommerce item return premiums by including a lot more put up-acquire shots and videos from other customers—to assist consumers see how dresses glimpse on ‘real’ persons, not just models. 59% say digital try-on tech that allows shoppers to photo themselves in outfits they discover on-line will also support to rein back again returns.

Retailers can cut ecommerce product returns by including more post-purchase photos and videos from other customers

Shops can reduce ecommerce product or service returns by which includes more write-up-buy images and videos from other customers

The findings come from a survey of just more than 2,000 US and United kingdom buyers commissioned by Nosto, the Commerce Working experience System, which is used by style brands such as Patagonia, Paul Smith, Pangaia, and Todd Snyder.

The new exploration coincides with rising returns volumes reportedly hurting the profitability of on-line manner models these types of as ASOS and Boohoo. In the US, ordinary ecommerce return costs jumped to 20.8% in 2021 with an estimated $671 billion truly worth of items currently being returned.

Escalating ecommerce returns cut down income by mountaineering up retailers’ delivery and warehousing devote (growing fees by as a great deal as 21% of a product’s purchase worth). And there is also the difficulty that returned inventory negatively impacts the setting, with yearly carbon dioxide emissions from transporting returned goods in the US believed to equate to getting 3 million extra vehicles on the road.

Fashion retail brand names are also more and more aware that carrying out poorly on sustainability and guarding the environment can harm their believability. Just lately, many brand names which includes H&M stopped making use of a resource that tries to evaluate the sustainability of clothes over worries about greenwashing.

Importantly, respondents to Nosto’s survey ended up far more than 2 times as most likely to agree that returns are lousy for the natural environment than disagree (49% v 17%[2]) on the basis that returns waste fuel, packaging and other sources.

“Polished, studio imagery has been the default way to present apparel off on ecommerce merchants. But supplementing this with customers’ personal imagery gives purchasers a much more precise reflection of how solutions are worn in every day scenarios, and by ‘everyday people’ who also personal the merchandise,” states Damien Mahoney, Main Method Officer of Nosto.

“That’s why manner shops are leveraging customers’ visual UGC on their internet websites, these as the article-order selfies they persuade buyers to share on Instagram. The savviest retailers are also encouraging their customers to comment on the likes of products’ match or share their measurements inside of captions, so other people can make comparisons that greater inform invest in selections and therefore reduce returns.”

Independent analysis executed very last yr by Stackla, the visible UGC platform (now a aspect of Nosto) suggests that people are extremely happy to enable fashion retailers use their submit acquire selfies – 58% would give authorization to a model to use images of their fashion purchases as portion of their internet marketing.

Alongside employing more UGC, approximately 50 percent (49%) of customers questioned in Nosto’s study agreed that charging prospects for returns—or stopping no cost returns, as Zara has started out executing just lately—can stem the flow of products and solutions trend customers send out back again by producing them think extra cautiously about whether they are going to maintain a product right before they position an get.

And the exploration implies that retailers should continue to shell out shut notice to some of the far more simple tactics to support preserve returns down. This contains taking measures to make sure on the net information is distinct, accurate and detailed (66%), orders are not weakened prior to getting despatched and that accurate goods are packed (also 66%).

Read through much more insights from Nosto’s analysis on the organization blog article. These are the first conclusions from a broader survey on customer attitudes to sustainability in trend retail which will be produced by Nosto later on in 2022.

[1] Respondents were questioned if they Strongly agree, Relatively concur, Neither agree nor disagree, Relatively disagree, Strongly disagree with a record of statements. Nearly in the course of the press launch ‘Strongly agree’ and ‘Somewhat agree’ solutions have been included jointly when referring to benefits.

[2] Combining 17% of respondents who answered ‘Somewhat disagree’ or ‘Strongly disagree’ to the adhering to: I feel that returning manner products obtained on the net is terrible for the environment due to the fact it employs up gasoline, packaging and other methods


About the investigation
Nosto commissioned intercontinental marketplace research consultancy Censuswide to conduct an on line survey of 2,019 consumers (1,002 in the US and 1,017 in the British isles, both equally samples nationwide agent primarily based on age, gender and region). The study was done among 13 June and 16 June, 2022. Censuswide abides by and employs associates of the Market place Exploration Society which is based on the ESOMAR principles.

About Nosto
Nosto allows on-line manufacturers to provide genuine, applicable, and individualized experiences at each individual touchpoint, across every single machine. An AI-Run Commerce Encounter System (CXP) developed for ease of use, Nosto empowers makes to make, launch, and improve persuasive electronic encounters with out the will need for committed IT methods or a lengthy implementation system. Primary makes in in excess of 100 countries use Nosto to increase their business and delight their customers. Nosto supports its clients from its places of work in New York, Los Angeles, London, Paris, Berlin, Stockholm and Helsinki.

British isles/EU/ROW: Uday Radia, CloudNinePR
[email protected]

North The united states: John Forberger, Forberger Communications
[email protected]


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