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Apparel Merchandise Returns – and The Key Reasons Behind Them

Merchandise returns have always been a frustration for brands and retailers. The rise in ecommerce has further amplified the problem. However, simply eliminating returns isn’t the answer. 

After all, over half (53%) of clothing shoppers say they specifically look for a favorable returns and exchange policy when determining whether or not to buy a product. 52% of footwear shoppers seek out this information. Instead, apparel brands and retailers must examine the reasons behind returns – and then work to reduce them. 

Prevalence of Apparel Returns

Returns are all-too-common for apparel brands and retailers. Of consumers who have made an apparel purchase in the past 90 days, over half (53%) have made a return. In 2022, this number was 54%.

of consumers who have made an apparel purchase in the most recent 90 days have also made a return.
0 %

Why Consumers Return Apparel

Consumers return apparel for any number of reasons. However, the top reasons for returns are related to an item not meeting the shopper’s expectations in some way. 

Nearly four in 10 (39%) consumers return apparel because they don’t like the way it fits. And 28% do so because the item didn’t look the way they thought it would.

Key Reasons for Apparel Returns
If you have made a return in the last 90 days, what were the reasons?
I didn’t like the sizing
39%
Item didn’t look like I thought it would
28%
I bought different sizes of the same item and then returned those I didn’t like
13%
Item didn’t match the description
13%
Item damaged or defective
10%
Key Takeaway 1

Apparel Returns are Extremely Common

If a large percentage of merchandise you sell is returned, you’re not alone. More than half of consumers who have purchased apparel within the last 90 days have returned at least some of that merchandise.

There’s no way to completely eliminate returns. However, you can reduce them. The first step is to understand the reasons behind those returns.

Key Takeaway 2

Setting Clear Expectations Can Dramatically Reduce Return Rates

The most common reasons for returned merchandise are related to a product not meeting a shopper’s expectations. Be sure to include plenty of information on your product details pages to ensure your shoppers have a better idea of what to expect from each of your products. Of course, brand-provided content, imagery, and sizing information is important. But increasingly, consumers want to hear about the experiences of others like them.

Be sure to collect and display reviews, photos, and videos from your customers. This content will help future shoppers understand how a product has (or hasn’t) worked out for others like them. Shoppers’ will have realistic expectations – and they’ll be less likely to return merchandise after it arrives. 

Interested in learning what apparel shoppers want from reviews? We explore that topic in detail here. 

This research is taken from Apparel Shopping Trends in 2023, a survey of 25,452 US consumers fielded in June 2023.

Check out the survey hub for further insights.
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