Dresses & jumpsuits top returns as Aussies shop online

Australian retailer birdsnest.com.au has released data showing that dresses, jumpsuits and jeans are the most commonly returned clothing items in Australia.

Analysis of more than 85,000 returns processed last year revealed that dresses and jumpsuits had the highest return rate, at 31%, closely followed by jeans, at 29%. Swimwear had a 27% return rate, while coats had a 24% return rate.

The review of returns was based on birdsnest's internal data, with the company processing 85,510 returns in the past year, equating to a value of AUD $8,280,555.72. These returns represented 23.7% of items sold and 26.28% of total revenue for the company during this period.

Birdsnest's data highlights a significant difference in return rates between online and in-store purchases. Online returns stood at 23% compared to just 11% for in-store purchases. The company attributes this to customers being able to try on items in brick-and-mortar stores before making a purchase, which naturally reduces the likelihood of returns.

"We understand that shopping for fashion, especially online, can sometimes be a process of trial and error. Our flexible return window allows customers to take their time, ensuring they find something that truly fits and makes them feel confident," Jane Cay, Founder of birdsnest.com.au, commented on the habits of online shoppers and the company's approach to returns.

"Our 2024 data highlighted some interesting trends. Dresses and jumpsuits were the most returned items at 31%, which isn't surprising given the variation in cuts and styles, alongside the fact that these items are higher stake pieces than other items of clothing. Swimwear, with its tricky fit, had a 38% return rate. On the other hand, items like jewellery and accessories had a low return rate of just 6%, likely due to minimal sizing issues and having higher versatility when pairing with outfits. The data also showed that return rates are lower with items bought in store because in store customers have the benefit of trying items on before they purchase, which naturally leads to fewer returns," Cay added.

Jewellery and accessories recorded the lowest return rate at 6%, and underwear followed at 8%. According to birdsnest, these categories typically have less variation in sizing, making fit problems less frequent and returns less common.

The data also pointed to a trend regarding the type of clothing, with formal wear showing a significantly higher return rate of 36% compared to essential wear at 13% and casual wear at 23%. The company suggests this may be because consumers have higher expectations for occasion-based outfits, which frequently involve a greater investment and a desire for a perfect fit due to the importance of the event.

Sale items experienced a higher rate of return at 26%, in contrast with full-priced items at 19%. The analysis also found that customers were more likely to return products with lower ratings, with 26% of 1-star, 30% of 2-star, and 30% of 3-star rated products being returned, compared to 22% of 4-star and 23% of 5-star rated items.

Birdsnest's return policy is distinct in the retail market. It offers customers a 365-day period to return items purchased, a practice the company says supports its customer-first approach amid changing online shopping patterns.

In response to the data, birdsnest has also provided a series of tips to help customers facilitate straightforward returns. These include thoroughly reading and understanding a retailer's return policy, retaining receipts or order confirmations as proof of purchase, and taking extra care when trying on clothes to avoid marks or odours that might make items ineligible for return. Customers are also advised to check size guides to ensure the best possible fit and to return items promptly to avoid missing the retailer's specified window for returns.

The company encourages customers to pay close attention to product reviews, as they often provide insight into how true-to-size an item is, and to act quickly to increase their chances of securing exchanges for preferred sizes or colours if needed.