Clothing is the most returned category by American consumers, with size issues ranking first

It is learned that on February 20, according to foreign media reports, a new survey shows that clothing is the product category with the most returns by American consumers, and size issues, inaccurate product descriptions and misleading pictures are the main reasons for returns.

According to a survey released by Akeneo, 60% of American consumers said they had experienced returns, with clothing products accounting for the highest proportion. When asked about the reasons for returns, 58% of respondents said that size issues were the primary reason. In addition, 35% of consumers believed that inconsistent customer reviews or lack of reviews were also factors leading to returns. 34% of respondents said that product images were misleading, while 29% of consumers believed that inaccurate online product information was the main reason for returns.

The survey also found that more than 60% of respondents (62%) said that obtaining more accurate product information in advance can effectively reduce the possibility of their returns. 59% of consumers believe that misleading or inaccurate product descriptions are the main reason for their returns. Therefore, providing clearer, detailed and accurate product information has become the key to reducing returns and improving customer satisfaction.

In terms of return methods, 65% of respondents said that if conditions permit, they would prefer to return in-store, while 22% prefer to return by mail. Environmental factors also play an important role in return decisions. The survey shows that 68% of consumers understand the impact of returns on the environment, and 39% of respondents said that environmental impact is one of the factors in their decision to return or exchange.

Akeneo's survey also found that 65% of respondents returned items purchased during the 2024 holiday season, indicating that holiday shopping returns are high. 60% of respondents said that if a brand's return policy is confusing, they are unlikely to continue shopping from that brand, highlighting the importance of transparency and convenience of return policies to brand loyalty. At the same time, millennials and Generation Z consumers show higher return intentions, and these groups typically purchase clothing in multiple sizes and return sizes that don't fit.

In addition, 44% of respondents said that knowing whether the brand's return process is ethical and sustainable would affect whether they choose to shop with the brand. Akeneo CEO Romain Fouache said that as sustainability issues become increasingly the focus of consumers, reducing the number of returns is crucial to the long-term development of brands. Brands' investments in optimizing the return process, ensuring the accuracy of product descriptions, and improving customer experience can not only reduce the number of returns, but also increase customer loyalty and satisfaction, which will have a positive impact on the brand's profitability.

Author ✎ Rayna/

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