One wear only: Social drives engagement, but it also drives returns
One wear only: Social drives engagement, but it also drives returns

Social media in fashion is driving not only a much faster fashion cycle, but is also pushing more returns as a growing number of consumers ‘snap and send back’.

According to research by Barclaycard, almost one in ten UK shoppers (9%) says that they have bought clothes online to wear once with the aim of posting a photo to social media and subsequently returning their purchases. 35-44-year-olds are the biggest culprits, with nearly one in five (17%) revealing they have bought clothes to wear once for the hashtag moment before returning them.

And with London Fashion Week, which starts on 15 February, looking to be more socially fuelled by influencers than ever, the problem is only set to worsen.

However, this is part of a wider problem. According to commercial real estate firm CBRE, 30% of online purchases were sent back last year with ecommerce returns expected to rise 15% year on year. The sheer volume of returns is overwhelming and accordingly, retailers and distribution centres around Europe are facing an…