Virtual fitting rooms are widely acknowledged to reduce the garment returns rates for online retailers. In reality, authenticated statistics and case studies on the subject are rare. The primary reason for this is that remarkably few multichannel retailers have systems in place that enable them to cross-reference a returned item with its original point of sale.
Henri Lloyd, however, is one of those that do have such systems in place – and doing so has enabled its commercial director, Graham Allen, to prove the impact of its Fits.me Virtual Fitting Room solution on its garment returns rates.
He said: “Our customers generally know the design and manufacturing quality they’re buying, so we don’t get many returns for those reasons. The stats we’re getting are overwhelming evidence that our virtual fitting room almost entirely removes the last remaining genuine reason – ‘fit’ – for why our shoppers might choose to return clothes, and as a result it has smashed the overall returns rate.
“Using the Fits.me Virtual Fitting Room is still an optional part of the purchase journey, so now we will look at raising the proportion of shoppers that visit the virtual fitting room. We’re going to look at putting the virtual fitting room button in more places, and at how to make it more prominent too.
“There is some analysis to do on whether we make passing through the virtual fitting room the standard customer journey, and make skipping it – rather than using it – optional. For that extra click we could almost certainly slash our returns rates for a much larger proportion of our customers, and therefore generate a much bigger impact on our bottom line,” he commented.
Apparel/Garments | On 28th May 2017
Over 45 per cent retailers in the US plan to utilise artificial...
Textiles | On 27th May 2017
The Fabric of Change initiative of Ashoka and the C&A Foundation is...
Textrade International Ltd
We believe in vocational education for entry-level employees, offering...
Max Fashion India
‘Traditional high-street retailers are now willing to offer franchisees to ...
ITME is an occasion not only to receive new leads but also to work on...
Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...
About one in every 20 patients picks up an infection while hospitalised....
Schlegel und Partner
Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...
"We should not compare India and the West. There are things we do that...
Label Ritu Kumar
‘Classics will return’ "There are a lot of people wearing western clothes ...
Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...