Purchasing clothes online can be among the most hazardous experiences for both suppliers and consumers and the main reason behind this is possibly most exemplified by a cinematic legend. Winston Groom’s personality Forrest Gump once said”Life is like a box of chocolates, you never know exactly what you are gonna get”. Buying clothing online is the same, you really never know what you’re likely to get on this site. This is especially true if the purchaser has no previous experience or knowledge of the brand they are contemplating buying which can be problematic, to say the least.
Why is buying clothing online so troublesome?
Clothing is one of these commodities open to interpretation about the”match” of this garment such as in the USA the midsection dimensions are often credited to the midsection of the body of the wearer while in the UK the waist size of these clothing refers to the dimensions of the garment and not the individual’s body.
You may see where this may cause problems immediately when purchasing trousers or jeans. One question is that the brand American, English, or European? Or check with an online clothing store?
Do consumers bother to ask themselves that question?
Of course not and why do they? Consumers want solutions, not obstacles they want their requirements fulfilled with as little fuss as possible. Consumers are not concerned with the intricacies of how clothing is engineered and also to what specifications.
In Germany, large online catalog brands like Neckermann and Otto have actually constructed miniature Euro buildings to take care of their client’s returned goods. The German culture is to buy three dimensions of each clothing product, try them on, and keep the best fitting whilst returning the other two products to the catalog company. This can be cultural and engrained to the stage businesses account for this and evolve based on this methodology.
Massive brands in the UK have also started to practice this step and use on-site warehouses how big aircraft hangers to store and re-sort the yields back to sales places. This has become much more widespread as a result of the sharp increase in online buying.
It might be easily construed that if the large multinational brands in the clothing sector can’t secure a higher conversion of sales and fewer returns. What hope then possess the smaller players got to make certain they aren’t overloaded or worse still their money flow is impeded?
Speaking from the point of view of a workwear clothing supplier we have regularly encountered online shoppers who are extremely fast to send back products they say don’t match. Taking out the yields for flaws from the equation because this would be a separate issue, returns shipped back due to the leg span or the waist dimensions being”incorrect” are quite common reasons.
We do not blame the clients because the vast majority are prey to brands’ interpretations of sizing and perhaps the big brands have spoiled them a little by allowing returns shipped back for any reason. And even kids facemasks too. For smaller businesses, however, this can essentially place the problem and the price back on to that business. Some people today think this is simply a cost of running an online business but there are ways to decrease the exposure to such prices and problems.
We have all tried on clothing in shops and shops which just didn’t quite look right even though they had been designated our dimensions. If you can’t physically see the goods and try them before buying then it’s easy logic to expect a higher degree of returns and the big brands have composed this contingency in their pricing structure to cope with the greater percentages of yields.
The smaller provider does not have this elasticity in their business model to absorb the costs or boost the margin because they predominantly supply market-priced goods and not”own brand” clothes like the larger players.
Concentrating on the eCommerce sites, how can their service enhance to restrict the yields because of sizing issues?
The solution is quite straightforward yet the implementation can be exceedingly complex, time-consuming, and more costly yet in case you view it as an investment that your clothing business may grow quicker and the relevance of your site will increase many occasions in the larger search engine ranks.
We live in an age when video and images make up a huge quantity of shared information about social subscribers around the world for an excellent reason,” a picture paints a thousand words” which is an old Chinese proverb but one which is more pertinent today thanks to Social media proliferation.
Utilizing images and video clips on your”buyers guide” part of the site together with descriptive distinctive text that explains the”match” of the clothing in very easy straight forward phrases ought to serve to educate people shoppers that wish to make sure they have decided on the right clothing.
Simply writing a description will operate to some extent but if you’re able to generate a movie that permits people to observe the clothes on a different human body, it may well give them a clearer understanding and permit them to make a more informed option.
Every customer who wants a coat, pair of trousers, or T-Shirt includes a need, a necessity and the aim should be to fulfill this requirement and reduce the purchaser’s margin of error predicated on sizing and representation issues.
1 upshot to this strategy, as the web, gets more social and search engines consciously find social indicators to estimate how important a site is. Couple this with the fact you produce videos and images which will help consumers buy the ideal product you may in fact find your clients to discuss these snippets around among their societal feeds. This will make your website look quite popular while providing them with a much sought after service and consequently make the search engines view your site as very relevant.
It, therefore, doesn’t require much thought to begin contemplating what content to shoot, produce, and what direction you need to go in terms of sharing. Here’s an indication, what do you like to see videos of when you check your Facebook or Google+ webpage?
As I said it’s a very simple element however the execution could be problematic due to time restraints, cash, skills, and the lack of familiarity with editing applications but the benefits could be enormous both in terms of SERPs (Search Engine Results Pages) and transformed earnings.
You may find video editors that will work for scale but the very top will always charge a premium price, the ideal way is to search for editing software like Final Cut or Adobe Premiere to make your own content. These programs are expensive but the capability to produce slick, informative well-rendered clips is an almost untapped market and one which will add value to your site and your brand equity.
Of course, there will always be the consumers who only buy clothing on spec with very little if any research, and regardless of what resources you make available they will spurn or ignore them. Whatever you can do is provide the most insightful and helpful articles you can to reduce the number of unnecessary returns for your business. The concept will catch on and if you join the facilities using a communication mix you can tap a well that will yield some fruitful returns and be so far ahead of this curve.