Risk And Reward: How Retail Brands Are Managing Returns

Online fashion retailers offering free returns to customers may have opened a Pandora’s box, exposing themselves to serial returners, social media poseurs, wardrobers, between-size fashionistas and indecisive hoarders, who are eating away at their margins. However, efforts to stem the tide of returns risks souring the relationship retailers have with their customers, changing a dynamic the stores have worked hard to develop. Womenswear brand Boden views its returns policy as a key differentiator, arguing that the more customer-friendly it can be, the better it is for its brand and business. It has a three-month returns window, although 94% of its items are returned within a month. Read more at Marketing Week.