Fixing fashion’s return problem

Returns are cutting into profit across the fashion industry. Bracketing, where shoppers order several sizes or styles and send most back, has become a regular habit. Each return adds cost in shipping, processing, and delayed inventory resale. Many of these returns can be prevented through clearer sizing, stronger imagery, and more accurate product information that helps shoppers make the right choice the first time.

This guide examines the root causes of fashion’s return problem and what can be done to address it. Inside, you’ll find ways to:

• Lower return rates with clearer sizing, stronger imagery, and accurate product descriptions
• Reduce the impact of bracketing by closing the gap between shopper expectations and delivered products
• Move returned items back into sellable inventory faster to limit lost sales opportunities
• Balance customer-friendly policies with profitability to protect both trust and margins

The return problem is not going away on its own. Stronger product information and better processes can reduce waste, protect profits, and give customers more confidence in every purchase.