With the improvement of the income level of mainland residents and the change of consumption concepts, the demand for women's clothing is becoming increasingly strong. However, the return rate on women's e-commerce platforms remains high, much higher than other product categories. The main reasons are as follows:
Women's clothing is marked with sizing confusion
Different brands and styles of women's clothing are not uniformly labeled. The same piece of clothing may also be marked in different sizes on different e-commerce platforms. For example, a certain brand of M-size women's clothing is marked as L size on platform A. This makes it difficult for consumers to choose the right size based on the labels alone. Even if you choose according to the height and weight chart, you can't completely avoid the wrong size.
Fast fashion brands take the "fast" characteristics to the extreme, pursuing rapid market positioning, rapid design styles, and rapid production and supply. This led to uneven quality of women's clothing, with problems with both cut and workmanship. Online shopping can't try on on the spot, and most women's clothing has some flaws after wearing it, which is also a common reason for returns.
Fake Meitu misleads consumers
Many girls' clothing merchants use PS software to retouch and beautify product pictures, which is very different from the real thing. This huge contrast between the hard photo and the real shot will make the customer feel cheated, and it is also one of the important reasons for returns.
femalesgroup rebuttal heavy perforation sensitivity
Female consumers pay more attention to wearing comfort and demand a suitable fit. However, everyone has a different body type, so even if you choose the right size, the actual effect of trying it on may be very different, and you need to return it for adjustment. This also results in a higher return rate for women's clothing than for men's clothing to a certain extent.
Of course, the high return rate is also related to the business methods of some merchants. In order to sell sales, some merchants use various means to lower the quality and induce consumers to buy:
Some merchants mark the price tomorrow, and then make a big discount so that consumers feel very cheap and can't help but buy. As a result, after receiving the goods, it was found that the quality did not reach the level corresponding to the marked price, and the return was justified.
Some businesses fill up with inferior materials and shoddy; There are also direct mixing, such as marking silk or wool, which is actually heavily adulterated. As soon as this kind of women's clothing is worn, the quality problem is clearly felt, and the return is a matter of course.
Using the water army to brush up on praise is an old routine of some businesses. Consumers believe it to be true, only to find that it does not match the evaluation after receiving the goods, and then they remember that it may also be directed and acted by the merchant.
However, it is not easy for consumers to return women's clothing. Whether it's a quality issue or an inappropriate size, returns face the following difficulties:
Most women's clothing merchants stipulate that there is no reason to return goods within 7 days, and returns will no longer be supported after 7 days. However, it takes time to try on and inspect, and the 7-day deadline is not enough for women's returns. In different cases, the party responsible for the return shipping fee is also inconsistent. Unduly aggravate the cost of returning goods to consumers and increase the difficulty of returns.
Some merchants deduct the refund amount for various reasons, such as deducting shipping costs, deducting handling fees, etc. The amount refunded is much lower than the purchase price, and the consumer is very aggrieved.
The normal return and refund process also takes 1-2 weeks, and some merchants deliberately delay the time so that consumers cannot receive a refund. Women's returns need to be repackaged for shipping, which adds an extra burden if the merchant doesn't provide a free return address.
In view of the high return rate of women's clothing, as a merchant, we should also reflect on and improve, and we should not arbitrarily reduce the quality, or even deliberately increase the difficulty of consumer returns. It is recommended that merchants start with the following:
Provide richer size try-on data, so that consumers can choose the size more accurately; Strengthen quality control and reduce quality problems;
Take real photos of the wearing effect of the model, restore the actual feeling, and do not use fake beautiful pictures; The background algorithm analyzes the feedback of the try-on effect of each size, and continuously optimizes the internal size labeling; Optimize the return policy, such as extending the no-reason return period, reducing return shipping costs, simplifying the return process, etc.
Only by making consumers feel fair and just and reducing the difficulty of consumer returns, can women's clothing merchants win the trust of consumers, replace the high return rate with a stable repurchase rate, and achieve sustainable commercial development.