The modern man is a consumer who seeks products in line with his vision of elegance and quality. Their purchase decisions usually follow these values, making these consumers look for high-quality products that convey comfort, elegance, and class without neglecting durability.
This type of customer has even helped Fashion eCommerce to achieve better and better commercial results. A report by the Belgian consultancy CBCommerce shows an excellent growth perspective in the fashion segment.
During 2021, the sector’s total turnover reached €119 billion in the European Union alone, representing 25% of the global market. In addition, this share is expected to grow to 35% by the year 2025.
The Portuguese brand, Mr. Blue, is committed to contributing to this growth. Since 2005, the brand has sold through its eCommerce but also offers in-person experiences in more than 35 physical stores distributed in countries such as Portugal, Spain, and Mozambique.
The Mr. Blue team strives to build a delivery far beyond the products themselves. For them, clothes are an extension of the personality of their customers. Therefore, they seek to create an environment where they feel comfortable to try out the products and the elegant concept of the brand.
Challenges encountered by Mr. Blue in the brand experience
One of the great commonalities between the brands that are achieving and sustaining good results is the concern to improve the customer experience. This effort is not simple, especially looking at how many points of attention need to be considered by brands for them to offer a good journey.
One of the ways to find what needs attention first is to analyze what generates the most significant impact on revenue. In this analysis, size doubts will appear as one of the main friction points for eCommerce consumers, as insecurity is an obstacle that can truly prevent an order from being placed.
This is the context that brought Mr. Blue to Sizebay. Before the Virtual Fitting Room, customers bought more than one item of the same product but in different sizes and returned the ones that did not fit well. This action contributed to excessively increasing requests for Exchanges and Returns.
It is important to note that fitting is crucial with this particular type of clothing, as the modeling of the garments must align with the body measurements to ensure that the fit is perfect.
“Bracketing”, a common problem among fashion eCommerce
This action is extremely common in the segment that it has even been given a name. “Bracketing” is the term adopted by the market for the purchase of different versions of the same product, only with the intention of trying it out at home and returning the rest.
In 2021, about 30% of products purchased online in the US during the holidays were returned in 2022. According to consultancy CBRE, this means up to $66.7 billion in product value, which cannot always be re-marketed, disrupting the logistical process for any retailer.
In addition to the financial aspect of reverse logistics, Mr. Blue also sought solutions that were aligned with its values of care and environmental preservation, since the more exchanges, the greater the carbon footprint of the operation.
Implementation of the Virtual Fitting Room in Mr. Blue
Mr. Blue has been a great customer since they began their journey with Sizebay. Since the beginning, their eCommerce team was committed and present to create an efficient integration that generated the best size recommendations for their audience.
In addition to actively participating in the implementation process, Mr. Blue is also very involved in the optimization strategies of the eCommerce tool, which ensures that Sizebay’s delivery is within the standards required by them in commercial partnerships.
Mr. Blue’s Results with Sizebay’s Virtual Fitting Room
Using Sizebay’s Virtual Fitting Room, Mr. Blue was able to significantly reduce the returns of its products attributed to size, resulting in fewer returns and reducing its carbon footprint.
These results have been attainable because the brand is an excellent partner in analyzing exchanges and returns and continuously ensuring that the recommendations are accurate. With this optimization work being done as a team, the Virtual Fitting Room’s participation in purchases remains meaningful and relevant to them.
Lastly, another positive point the brand perceived was the improvement in the shopping experience of consumers who use the Virtual Fitting Room in their purchasing process. This has resulted in frequent praise for the tool in customer feedback received by Mr. Blue.
