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Women's clothing return rate is high? It may be because of body shape!
Have you ever had this experience? You buy a dress online that looks like a fairy dress on the model, but when you put it on yourself... huh? Who is this? Do you immediately want to click "return the product"?
That's right,The return rate of women's clothing is extremely high, and the reason behind it, you may not believe it, but it is really different from what you think!
The product is not the same as the one described? Actually, it is the "body shape is not the same as the one described"!
To be honest, the biggest culprit for the return rate of women's clothing is not that there is something wrong with the clothes, but that we "misunderstanding" the ability of the clothes.
You think you are buying clothes? No, you are buying the model's body filter!
turn onE-commerceWhich hot-selling women's clothing is not hung on the models with long legs and a perfect figure? They look like queens with "full aura" in whatever they wear, and even a sack makes them look classy.
But what about ordinary people? A 55-50 figure, a pear-shaped figure, a slightly plump girl, even if she is only five pounds fat, will look different when wearing it.
So you subconsciously think - "This dress is totally different!" "The merchant is cheating!" "I want to return it!"
In fact, there is only one truth:If you can’t dress like a model, it’s not because of the product, but because of... your personality.
The anchor is too beautiful? Why not "become ugly on your own initiative"?
Don't get me wrong, this is not irony;Smart sales strategy.
Many smart businessmen have already realized this psychological gap, so they changed their people. How?
Instead of using models with perfect bodies, they are looking for "ordinary people" to wear the clothes, even those with slightly flawed body proportions. Does it look "cheap"? Actually not!
这 是Lower your expectations and manage your psychologyA great trick.
When viewers see that the anchor with an average figure looks good in this dress, they will subconsciously think: "If she can wear it well, then I can do it too!"
Another sentence, "The host is so beautiful, she looks good even in a sack", is actually trying to blame the clothes themselves. Everyone automatically compares them and doesn't think it's the clothes that are the problem.
Packaging box = psychological massage? You read it right!
It may sound a bit metaphysical, but the real data is here:
Changing to a high-quality packaging box can reduce the return rate by more than 10%!
Why?
It's simple, people have a natural emotional response to "first impressions".
You open a box that looks like a "luxury item", feel the delicate texture, smell the faint fragrance, even if the clothes are slightly not that good, you will think:
"Well, there are some minor issues, but this brand is very attentive, so I won't return it."
This is called "user emotional value".
Cancel the freight insurance and the return rate will drop drastically!
One of the favorite tricks of many e-commerce bosses:Cancel shipping insurance!
why?
Because everyone is afraid of having to pay for shipping, many people who originally wanted to return the orders simply didn’t bother to do so.
This is not a dirty trick, but a "double-edged sword".
The return rate is lower, but the number of orders will also drop. After all, consumers are very picky and no one wants to buy clothes and have to pay for shipping.
Therefore, whether this trick can work depends on whether you have the courage to bet on traffic.
Avoid pitfalls when choosing products: avoid styles that show off your figure!
Stop rushing into “tight dresses” and “slimming leggings”!
all these areHigh return rate minefield!
The categories with the lowest return rates are those with “invisible body shapes”, such as:
- Loose home clothes
- pajamas
- Underpants
- Basic bottoming shirt
These clothes are not picky about body shape, are widely accepted by the public, and basically everyone can look good when wearing them.
Data shows that the return rate of this type of clothing can be controlled withinAbout 25%, has become a “model student” in the industry!
The ultimate secret method? Hey, I won’t tell you.
In fact, there is another way to make the return rate almost0The ultimate method.
But most people can’t do it because it’s really hard!
We want products, packaging, services, brands, and customer management to all be online.One wrong step and the whole thing collapses.
Those who can do it are a small group of top players in the industry.
Ordinary sellers? Just know the general idea. If you really want to implement it, you have to change it from the strategic level.
The category you choose determines the return rate!
Someone asked: "Is there a category with a low return rate?"
The answer is: of course there is!
such as:
- Food: The return rate is one in a thousand, almost zero, because how can you return it after you’ve already eaten it?
- Department store: about 1%-5%, highly practical, not picky
- Gifts: You buy them just to give as gifts. If the other party dares to return them, you can break off the relationship with them!
so,Industry determines destiny, category determines destiny.
If you choose women's clothing, you must be prepared to fight the high return rate for the rest of your life.
Pet products are actually "hidden angels"?
Do you think only humans buy clothes?
Don’t forget, pet product return rates are surprisingly low too!
Why?
Because pets can’t talk and won’t show any dislike, they will just eat it.
Moreover, many owners treat their pets better than their partners, and will frequently repurchase after buying once.
that'sLong-term repurchase treasure category!
Metaphysics? The return rate is actually a reflection of people’s hearts!
Some businesses even believe in "metaphysics".
They say that the high return rate is because you are not sincere!
If you take returns for granted, users will also feel that they can return the product if they can.
But if you have a good attitude, are sincere to your customers, provide thoughtful service, and pay attention to details, many returns can actually be avoided.
You may laugh, but it really works -Aura determines conversion rate!
Every road is not in vain. The industry you choose is your practice.
Don't worry about the return rate.
Every line has its bitterness and sweetness.
When you choose women's clothing, you are choosing a path full of aesthetics, body shape, and psychological warfare.
You have to accept aesthetic errors, body shape differences, packaging psychology, and after-sales details, all of which are a science.
And these knowledge determine whether you can stand out from millions of businesses.
Finally, my thoughts
It is true that the return rate of women's clothing is high.
But it is not a disaster, but a challenge.
In an era of traffic fragmentation and high involution of e-commerce, what actually wins users is never low prices, butExquisite details, emotional resonance, psychological satisfaction.
Instead of blindly pursuing "zero returns", it is better to use "ultimate experience" to make people "reluctant to return".
The circle of highly aware users is moving towards value rather than competing on price.
So, don’t be afraid of returns. It is actually telling you that there is still a distance between the product and the customer - as long as you keep shortening this distance, you will be the winner.
Final Thoughts
- The high return rate of women's clothing is mainly due to psychological gap, "the product is not the same as the version" is actually "the person is not the version";
- To reduce the return rate, you can change the model, optimize the packaging, avoid body-revealing styles, etc.
- Although canceling freight insurance is useful, you need to be cautious;
- Category selection is extremely important, and return rates vary greatly across industries;
- A great expert will turn returns into “optimization signals” and win with details.
There are no perfect clothes in the world, but there can be a perfect user experience! Don’t wait until the user says goodbye before you regret not making the best first impression!
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