N Brown tackles fashion’s longstanding sizing issues using innovative technology and data analytics.
- High return rates from sizing inconsistencies are a significant challenge for UK retailers.
- N Brown’s ‘Fashion for All’ initiative promotes inclusivity and confidence in fashion.
- Their strategy led to a reduction in return rates and enhanced sustainability.
- Contributors discuss integrating personalisation to foster customer loyalty.
Many consumers in the United Kingdom face the persistent issue of purchasing clothing online only to find that it does not fit upon arrival. This is a widespread concern not only impairing customer satisfaction but also inflating return rates, a costly problem for retailers.
N Brown has undertaken a pioneering approach to address these sizing discrepancies through the use of technology and data analysis. This strategic move is part of their ‘Fashion for All’ campaign, designed to make fashion more accessible and boost consumer confidence and well-being.
The initiative has shown tangible results, notably in the reduction of return rates. It has also improved the retailer’s sustainability efforts, which earned it the title of Fashion Game Changer at the 2023 Retail Gazette Awards.
Sarah Ewens-Smythe, head of buying at N Brown, explains the development and success of the ‘Fashion for All’ campaign on the Retail Inside Out podcast. She highlights the strategic learnings and achievements derived from the initiative.
Lewis Rhys Davies, a senior account executive from SheerID, provides insights into how personalisation can convert shoppers into loyal customers, further enhancing the strategic objectives of retailers.
N Brown’s innovative use of technology and data in addressing sizing issues sets a benchmark for inclusivity and efficiency in the fashion industry.
