The favourite photo and video-sharing app of celebrities and celebrity wannabes is increasingly becoming a platform to showcase various fashion statements.
Instagram has turned into an online album for users’ outfits of the day, whereas it merely kept them connected and up to date with each other’s lives once upon a time.
Unfortunately, the urge to post their best OOTD, and prevent lagging behind others, pressures many Instagram users to shop for clothes, only to send them back to the store once they’re finished taking pictures and posting them online.
Such practice hurts retailers, particularly those in eCommerce as the percentage of clothing returned to them gets higher by the day. In fact, it’s two times more than those returned to bricks-and-mortar stores.
According to the results of a new survey commissioned by Barclaycard, one in 10 British shoppers admitted to buying clothes online, with the intention of returning them after posting pictures of them on social media.
Men are more OOTD-ish
A survey of 2,000 shoppers aged between 35 and 44 revealed that 12% of men refuse to wear an outfit twice on social media, while only 7% of women said the same.
What’s more, 15% of the survey’s male respondents said that they wear their new clothes with the tag on so that they can easily return them once they’re done using them.
Compared to women, Barclaycard also found that men are bigger spenders, with their total spending on clothes and shoes amounting to £114 per month.
Many are taking advantage of the TBYB scheme
Aside from receiving the wrong item or the wrong size or colour, the emerging popularity of the ‘try before you buy’ TBYB scheme triggers the increasing rates of product returns.
Why, it encourages consumers to overshop and only pay for the items which they intend to keep.
According to Barclaycard’s report, three in 10 shoppers are more likely to ride on the said scheme to avoid paying upfront.
To break this ongoing trend, George Allardice, head of strategy at Barclaycard Payment Solutions, suggests:
“To ensure shoppers are getting more wear out of their clothes – for posting on social media or for those real-life moments – retailers could think about introducing more varied photography and video content to their websites. By showing how to style items for different looks and how they will appear when worn, they could reduce the number of shoppers ‘snapping and sending back’.”
Are you facing a high volume of returns because of people’s addiction to Instagram? Let us know how you’re dealing with it in the comments below.
As always, to your continued success,
Dave & Matt