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Reduce Apparel Return Rates with a Virtual Dressing Room and More

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WeSupply helping reduce ecommerce returns

Introduction: The High Cost of Apparel Returns

Returns are an inevitable part of the online shopping experience, but they come at a steep price. For apparel retailers, returns can be even more costly—both financially and operationally. Ecommerce return rates for apparel are significantly higher than in traditional brick-and-mortar stores, with returns averaging between 20% to 30% or more. This can quickly become a major pain point for online fashion brands.

Not only do returns impact profit margins, but they also pose logistical challenges in terms of handling, restocking, and sometimes even disposing of returned items. The cost doesn’t stop there—returns also influence customer satisfaction and brand reputation. As such, reducing return rates is a top priority for many apparel eCommerce brands. In this article, we will explore strategies for reducing returns in the apparel industry, focusing on innovations like virtual dressing rooms, enhanced sizing tools, and improved product representation. These tactics not only reduce returns but also improve customer experiences and drive customer loyalty.

Understanding Ecommerce Return Rates

General Ecommerce Return Rates

The return rate for online purchases in eCommerce is much higher than in physical retail, and apparel stands out as one of the most return-prone categories. While the average return rate for eCommerce generally hovers around 20-30%, the apparel industry experiences even steeper numbers. Some reports suggest that return rates in online fashion can climb as high as 40-50%, significantly more than other sectors such as electronics or home goods. This creates unique challenges for fashion retailers striving to balance customer satisfaction with profitability.

Industry-Specific Return Rates

Different product categories experience varying return rates. While some industries, such as electronics, see returns due to defective products or buyer’s remorse, apparel faces a more nuanced set of issues. These issues often revolve around subjective factors like sizing, fit, and how the product makes the customer feel once they try it on. Understanding these dynamics within the apparel sector is crucial for finding ways to mitigate return rates.

Return Rate Analysis

To tackle the issue effectively, retailers must take a data-driven approach to manage returns. By analyzing product return data, they can identify recurring trends—such as particular items that get returned more frequently or specific sizes that are often returned due to fit issues. Tracking returns allows businesses to make informed decisions on return policies, sizing guidelines, and even product offerings to better meet customers’ expectations and reduce future returns.

WeSupply makes this process easier with robust returns analytics:

WeSupply return reasons analytics for footwear

  • Returns Data in BigQuery: Leverage comprehensive data analysis to make better-informed decisions and optimize your return process.

Common Reasons for Product Returns

Bracketing

One of the most common reasons for returns in the apparel industry is bracketing. This is a practice where customers purchase multiple sizes, colors, or styles of the same item, intending to return the ones that don’t fit or meet their expectations. This behavior is especially prevalent among Gen Z shoppers, who use it as a way to bypass the inability to try on clothes before buying. Bracketing can significantly increase return rates, but it doesn’t have to be an insurmountable problem.

By offering tools like virtual fitting rooms, retailers can reduce the need for customers to purchase multiple items just to find the right one. These tools allow customers to try on clothes virtually, enabling them to make more informed purchasing decisions and reduce the likelihood of returns.

Sizing Issues

Incorrect sizing is perhaps the most significant factor contributing to high return rates in apparel. As shoppers cannot physically try on clothing, it’s often challenging for them to gauge how items will fit. This can lead to frustration when the product arrives, resulting in returns.

To combat this, retailers must invest in clear and accurate sizing guides. Providing detailed measurements and using virtual sizing tools can go a long way in minimizing sizing-related returns. Virtual try-ons powered by AI can also help customers visualize how a product will fit their body, giving them the confidence to make a purchase without worrying about fit.

Product Mismatch

Another common reason for returns is when the product doesn’t match what was expected based on the website description or images. High-quality images and accurate descriptions are essential for reducing the likelihood of this type of return. When customers feel misled or disappointed by a product that doesn’t meet their expectations, they are more likely to return it.

Brands can address this by ensuring that product images are high resolution and show the item from multiple angles, providing a complete view. Additionally, including videos and real-life photos from customers or influencers can help set realistic expectations.

Emotional Buying and Buyer’s Remorse

Fashion is often driven by emotion—impulse buys, emotional spending, and shopping for an occasion are all common in the apparel industry. When customers purchase an item impulsively and later experience buyer’s remorse, they are likely to return the product. This is especially true when the item does not fit into their wardrobe or align with their current needs.

In these cases, offering exchanges or store credits rather than straightforward refunds can help retain the customer’s business while avoiding the negative impact of a return. Additionally, it is beneficial to encourage exchanges by providing excellent customer service and incentives like covering return shipping costs or offering store credits.

Strategies to Reduce Returns

Accurate Product Representation

One of the most effective ways to reduce return rates is by ensuring that products are represented accurately on your product page. This includes high-quality images that show the product from multiple angles and in various lighting conditions. Additionally, detailed descriptions should include essential information like fabric quality, fit, and care instructions. The more customers know about the product, the less likely they are to return it after purchase.

Helpful Sizing Guides

Sizing is a major issue in online fashion shopping. One key strategy to reduce returns is to provide comprehensive sizing guides that break down each clothing size into specific measurements (e.g., chest, waist, inseam, etc.). If possible, include customer reviews and photos that showcase how the item fits different body types. This extra information can guide shoppers in making more confident decisions, reducing the likelihood of returns due to sizing issues.

Virtual Try-On Tools

Virtual try-on technology is revolutionizing the way customers shop for clothes online. These tools use augmented reality (AR) or artificial intelligence (AI) to allow customers to visualize how clothing items will look on their bodies. Virtual try-ons have proven to reduce returns significantly by helping customers make better purchasing decisions. Many major brands have already integrated these technologies into their shopping platforms, seeing substantial reductions in return rates as a result.

Alternative Product Suggestions

WeSupply’s integration with Nosto and Justuno enhances this approach by providing personalized product suggestions:

  • Nosto x WeSupply: Deliver tailored product recommendations, content, and overlays to engage customers after a return.
JMcLaughlin Zavi Evereve using WeSupply Order Tracking

  • Justuno x WeSupply: Offer smart product suggestions based on customer behavior, upselling higher-priced items and cross-selling relevant products to drive more revenue.

Invicta Watches using WeSupply recommended products with Justuno and LimeSpot

Store Credit and Exchanges

Free returns, along with offering store credit or exchanges, can be a great way to reduce returns. When customers return a product, providing them with an option to receive store credit or swap the item for something else helps maintain customer satisfaction while reducing the logistical burden of processing returns. This strategy can be particularly effective if the customer has a history of frequent returns.

WeSupply enhances this process by making store credits and exchanges effortless:

  • Convert Returns into Exchanges: Allow customers to exchange returned items for different products, whether it’s the same item or a higher-value product.
Rudsak using WeSupply Exchanges

  • Incentivize Exchanges: Encourage exchanges over returns with instant store credit, saving sales and boosting average order value.

WeSupply Instant Credit with Exchanges

  • Easy Exchange Process: Direct customers to your website, where they can use store credit or gift cards as partial payment, increasing both order value and customer lifetime value.

WeSupply exchanges - full catalog browsing - Anne Fontaine

Simplify Returns for Your Customers and Support Team

Book a quick call with our experts to see how WeSupply can help you: simplify the Return experience with just a few clicks, reduce customer service calls and manual processing, notify your customer about their refund, automate returns and reduce user error.

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Improving Product Descriptions and Imagery

Detail-Rich Product Descriptions

A significant portion of returns is driven by misunderstandings about the product pages. One way to address this is by crafting detail-rich product descriptions that highlight the key features and benefits. Be sure to include information on fit, fabric, and any special care instructions. If a customer knows exactly what to expect, the likelihood of them being dissatisfied after purchase decreases.

Enhanced Product Imagery

Providing high-quality images that show the product in various contexts is crucial. Include photos of models wearing the items in different settings and from multiple angles. Additionally, featuring a diverse range of models with various body types will help customers visualize how the item might look on them. This inclusive approach can also help build customer trust and improve conversion rates.

Improve Product Accuracy and Imagery with WeSupply

WeSupply helps improve product descriptions and imagery by leveraging detailed analytics and customer feedback:

Returns Analytics for eCommerce Business - return reasons - pants

  • Review Product Images: Use analytics to identify which products may need updated or additional images for better representation.

  • Gather Customer Feedback: Collect insights on product fit and usability to refine descriptions and meet customer expectations.

WeSupply empowers you to optimize product descriptions and imagery, leading to better customer satisfaction and fewer returns.

Leveraging Technology to Reduce Returns

Virtual Try-On Technology

Virtual try-on tools have become a game-changer for online fashion retailers. AI and AR allow customers to virtually “try on” clothing items, simulating how they would look on their bodies. This eliminates the uncertainty that often leads to returns and enhances the overall shopping experience. For example, brands like Nike and ASOS have already embraced this technology, resulting in a notable drop in return rates.

AI-Driven Size Recommendations

AI-powered size recommendations can also help reduce fit-related returns. These tools analyze customer data, such as past purchases and body measurements, to suggest the best size for each individual. By offering personalized recommendations, brands can increase the likelihood of customers purchasing the correct size, thereby reducing returns due to fit issues.

Optimizing the Online Shopping Experience

Optimizing the online shopping experience is crucial to reducing ecommerce returns. By making the shopping process seamless and intuitive, you can reduce the likelihood of customers returning products due to misunderstandings or mis expectations.

Simplifying the Checkout Process

A long and complex checkout process can contribute to return rates. Ensure that the checkout process is easy to navigate and provides clear information about shipping and delivery. Consider including information about the return policy in the checkout process to set customer expectations.

Research shows that 62% of shoppers are unlikely to continue shopping with a brand that offers a poor returns experience (Source: National Retail Federation). Additionally, a simple and streamlined checkout process can reduce cart abandonment rates by up to 20% (Source: Baymard Institute). By simplifying the checkout process, you can enhance customer satisfaction and reduce the likelihood of returns.

Optimize Post-Purchase and Online Shopping Experience with WeSupply

WeSupply helps optimize the online shopping experience by keeping customers informed and engaged throughout their order journey:

  • Estimated Delivery Date: Set clear expectations by embedding accurate delivery dates into your logistics operation, building trust with customers.

  • Delivery Notifications: Keep customers in the loop with proactive shipping and order updates, ensuring transparency and reducing anxiety.

XBOX NBA and WarnerBros using WeSupply shipping updates

  • Branded Tracking Pages: Create a seamless, branded experience by guiding customers to a dedicated tracking page, eliminating the need for third-party websites.

Managing Returns and Feedback

Efficient Returns Process

Return shipping is a crucial aspect of an efficient returns process, ensuring that customers remain satisfied even if they do choose to return an item. Streamlining returns, providing tracking information, and processing refunds promptly all contribute to a positive customer experience. By managing the return process with care, retailers can ensure that customers feel valued, even when returning items.

Taking Customer Feedback Into Account

Returns provide an opportunity to gather valuable feedback. Analyzing why products are being returned—whether due to fit, quality, or other reasons—can help brands identify areas for improvement. This feedback loop can inform product development, marketing strategies, and inventory management to reduce future returns.

Streamline Returns and Enhance Customer Feedback with WeSupply

WeSupply helps you efficiently manage returns while gathering valuable customer feedback to improve your processes:

  • Branded Returns Portal: Provide a seamless, branded returns experience to boost customer loyalty and avoid third-party confusion.
Minecraft using WeSupply self service returns

Combat inconvenience with proactivity & self service

Book a quick call with our experts to see how WeSupply can help you make returns easy for your customers with a beautiful, self-service solution that makes their experience easier while also providing new ways to lower costs and earn back revenue.

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  • Flexible Returns Rules: Create custom return policies tailored to different use cases, ensuring a hassle-free experience.

  • Returns Tracking: Allow customers to easily track their return progress with just a few clicks.

PlayStation using WeSupply SMS and email returns notifications

  • Integrations: Connect WeSupply with third-party tools to streamline data and deliver an exceptional experience.

wesupply quality control

  • CSAT and NPS Tracking: Gain insights into customer satisfaction to continuously refine and improve your returns process.

WeSupply’s powerful returns and feedback management tools help you improve customer satisfaction and streamline operations.

Protecting Against Fraudulent Returns

Packing and Shipping Practices

Effective packing and shipping methods can reduce returns due to damages or delays. Ensure that products are properly packaged to prevent damage during transit. Providing accurate delivery estimates and offering tracking information will help reduce return requests due to shipping issues.

Quality Control

Prevention is always better than cure. Inspecting products for defects before they are shipped is an effective way to prevent returns caused by quality issues. Ensuring that products meet quality standards before they are sent out can save both time and money in the long run.

Protect Your Business from Fraudulent Returns with WeSupply

WeSupply’s pre-built return policies help protect your business from fraudulent returns by offering measures that target and prevent abuse:

WSS using WeSupply return rules to prevent return abuse

WeSupply’s pre-built return policies help you safeguard your revenue and maintain a fair return process.

Sustainability and Returns

The Environmental Impact of Returns

Returns are not only costly for retailers—they also have a significant environmental impact. The carbon footprint associated with shipping returned goods back and forth can be substantial. By reducing returns, brands can contribute to more sustainable practices and appeal to environmentally conscious consumers.

Framing Returns as a Sustainability Effort

Reducing returns can be positioned as part of a broader sustainability effort. Many customers are motivated by environmental concerns, so highlighting the positive impact of reducing returns on the environment can encourage them to be more mindful of their purchasing decisions.

Enhancing Sustainability and Efficiency in Returns with WeSupply

WeSupply helps retailers enhance sustainability and improve the returns process with features that reduce waste, optimize logistics, and increase customer satisfaction:

  • Green Returns: Customers can keep low-cost items instead of returning them, saving on return shipping and reducing landfill waste.

WeSupply Printerless Returns via QR codes
WeSupply providing ecommerce return solutions with Intelligent Disposition

WeSupply’s sustainable returns solutions help you reduce waste, streamline logistics, and boost customer satisfaction. Ready to optimize your returns process? Book a Demo today and see how we can help!

Real World Stories of Success

Evereve Success Story: Turning Returns Into Opportunities With WeSupply

When the COVID-19 pandemic surged online shopping, EVEREVE faced a rise in returns, with rates in the apparel industry reaching up to 50%. Their manual, fragmented process made managing returns inefficient and costly.

Challenges:

  • High Return Rates: Online returns became unsustainable.

  • Manual Processes: Multiple systems and lack of visibility made returns cumbersome.

  • Data Gaps: Insufficient insights into return reasons slowed improvements.

Solution with WeSupply:

  • Automation: Streamlined returns via integrations with Magento, Zendesk, and Celerant.

  • Centralized Management: All returns managed from a single interface.

  • Key Focus: Proactivity, self-service options, and flexible return policies.

Big Wins:

  • Reduced Friction: A seamless returns process increased customer satisfaction.

  • Boosted Loyalty: Improved customer experience fostered brand loyalty.

  • Operational Efficiency: Automation reduced manual work and increased team synergy.

Key Takeaways:

  • Automated Returns streamline operations.

  • Self-Service enhances satisfaction.

  • Data Insights improve processes.

  • Flexible Policies balance customer needs and business goals.

Read how WeSupply helped EVEREVE turn returns into growth opportunities.

Evereve using WeSupply Returns

Conclusion: Turning Returns into Opportunities

Returns may be inevitable in the online apparel world, but they don’t have to be detrimental. By leveraging technology, improving product representation, and enhancing the overall customer experience, retailers can reduce return rates and increase customer satisfaction.

By viewing returns not as a problem but as an opportunity to improve the shopping process, brands can build loyalty and reduce their operational costs. In the future, the combination of virtual dressing rooms, AI recommendations, and sustainable practices will help create a more efficient and customer-friendly returns experience, turning returns into a strategic advantage.

Summary

WeSupply helps apparel brands reduce return rates by providing a comprehensive approach to returns management. With powerful tools like SKU-level returns analytics, personalized product suggestions, and flexible return policies, WeSupply empowers brands to improve product offerings, incentivize exchanges over refunds, and streamline the return process. Branded tracking pages and proactive notifications enhance the customer experience, while actionable insights help identify return trends and reduce return rates. By integrating with platforms like Nosto and Justuno, WeSupply also promotes alternative products and drives revenue. Ready to reduce your return rates? Get started with WeSupply today!

Frequently Asked Questions

How can WeSupply help reduce apparel return rates by improving product descriptions and imagery?

WeSupply tracks return reasons at the SKU level, such as size or quality issues, allowing you to adjust sizing charts and update product images. This ensures more accurate product listings and reduces returns.

How does WeSupply make it easier for customers to exchange items instead of returning them?

WeSupply encourages exchanges by offering flexible options, like swapping items for the same or higher-value products. Instant store credit incentives and an easy exchange process help boost sales and reduce returns.

How can WeSupply help retailers analyze and reduce return rates using data?

WeSupply provides returns analytics to identify trends, such as frequently returned products and serial returners. This data helps you adjust offerings and policies to reduce returns and improve customer satisfaction.

Does WeSupply have an official Shopify App?

Yes, WeSupply does have an official Shopify App. You can download and begin to integrate it with your Shopify store.

Does WeSupply have an official Magento extension?

Yes, WeSupply has an official extension for Magento. The WeSupply x Magento integration allows for automating order tracking experiences, reducing customer inquiries, automating shipping email and SMS notifications, and providing a fully branded order tracking experience

Does WeSupply have an official BigCommerce App?

Yes, WeSupply has an official BigCommerce App. You can integrate WeSupply with your BigCommerce store to improve your post-purchase customer experience.

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