Garment Returns
Why Do Customers Return Your Clothes?... Here's How to Fix It.
Imagine this: A customer eagerly unpacks their newly purchased jacket, only to find a missing button and uneven stitching along the seams. Disappointed, they initiate a return. Meanwhile, another shopper orders a dress in their usual size, only to discover it fits two sizes too small. Frustrated, they send it back.
For fashion brands, these scenarios aren’t just occasional mishaps—they’re common and costly. Returns not only eat into profits but also impact brand reputation and customer trust. Whether you’re a fashion designer, product developer, or educator training the next generation of designers, understanding the key reasons behind apparel returns is crucial.
In this article, we break down the most frequent return motivations—from quality issues to sizing inconsistencies—and provide actionable strategies to reduce return rates… Let’s dive in!
Common Reasons for Apparel Returns
Apparel returns are a persistent challenge in the fashion industry, and understanding the causes can help brands identify areas for improvement and take proactive measures to reduce them.
According to a study by the International Council of Shopping Centers (ICSC) (check links below), the 3 most common reasons for apparel returns are:
1. Product Quality Issues:
- Damage & Defects: Tears, stains, shade variations, broken zippers, missing buttons, and other manufacturing defects.
- Construction Issues: Roping hems, open seams, and inconsistent stitching.
2. Fit & Sizing Discrepancies:
- Inaccurate Sizing: Garments that do not fit as expected, running too large or too small.
- Inconsistent Sizing: Variations in fit between different sizes within the same style.
- Difficulties in Sizing Online: Customers struggle to picture fit and size accurately online.
3. Product Mismatch & Disappointment:
- Discrepancies Between Product and Description: Colors, fabrics, and overall appearance don’t match online representations.
- Lower-Than-Expected Quality: Perceived quality falling short of customer expectations.
Other Factors:
- Impulse Purchases & Buyer’s Remorse: Ease of online shopping can contribute to impulsive purchases that customers later regret.
- Shipping Errors: Incorrect items (size, color, or product) shipped due to warehouse or fulfilment errors.
Strategies to Reduce Return Rates
Reducing return rates requires a strategic approach to addressing customer dissatisfaction’s root causes. Here are 3 key strategies to minimise those return rates:
1. Enhance Quality Control to minimise the number of damaged or defective items shipped.
- Rigorous Inspections: Implement thorough quality checks at key points of production.
- Defect Prevention: Proactively address manufacturing issues to minimise the defects.
- Clear Quality Standards: Establish and maintain quality guidelines for internal and external teams.
- Supplier Collaboration: Ensure suppliers understand and consistently match your quality expectations.
2. Master Fit & Sizing:
- Consistent Sizing Standards: Develop and stick to consistent size charts across all garment styles.
- Detailed Size Guides: Provide comprehensive size charts including garment dimensions (not just body measurements)
- Fit Guidance: Ensure clear fit descriptions (e.g., “true to size,” “runs small,” “relaxed fit”) to help customers in selecting the correct size.
3. Improve Product Descriptions & Visuals:
- Detailed Product Descriptions: Go beyond basic descriptions. Include comprehensive information on fabric composition, texture, drape, care instructions, and origin.
- High-Quality Visuals: Use high-resolution images showcasing the garment from multiple angles and on diverse body types. Consider videos to show movement and details.
BONUS
- Proper Packaging: Ensure garments are packaged carefully to prevent damage during shipping.
- Customer Reviews with Fit Feedback: Encourage reviews that mention product quality and fit. Then, add the reviews to the product’s page.
- Live Chat Support: Offer real-time assistance to answer customers’ questions about fit, sizing, or product details.
For further insights into quality and durability, check our related articles below published as part of the research for our third book, “Strong Seams:”
- 7 Best Practices to Make High-Quality Garments
- Fabrics and Durability
- Durable Clothing and Durability Types
- Garment Durability: 3 Tests to Check Trimmings
- Shrinkage and Strong Seams
- Laboratory Tests and Methods for Seams
- Garment Defects and Quality Control
- Types of Tests in Apparel Quality Control
- Understanding Stress Areas in Garment
- Pattern Templates for Effective Fitting Rectifications
- List of Tests and Methods to Check Sewing Seams:
Consulted and Related Sources
- Oberlo. (2024, July). Top return reasons [Updated July 2024]. https://www.oberlo.com/statistics/top-return-reasons
- International Council of Shopping Centers (ICSC). (n.d.). Brick-and-mortar shopping drives lower return rate than online shopping. https://www.icsc.com/news-and-views/icsc-exchange/brick-and-mortar-shopping-drives-lower-return-rate-than-online-shopping
- 3DLOOK. (2023). Apparel return rates: The stats retailers CANNOT ignore in 2023. https://3dlook.ai/content-hub/apparel-return-rates-the-stats-retailers-cannot-ignore/
- Thegreensideofpink. (2023). Returns in fashion: Why it impacts sustainability?. https://www.thegreensideofpink.com/style-en/2023/returns-in-fashion-why-it-impacts-sustainability/?lang=en
- Hubbub. (2022, May 5). Fashion returns research analysis | 5th May 2022 | Polling results. Issuu. https://issuu.com/hubbubuk/docs/hubbub_fashion_returns_1_1_
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