Online shopping has been around for more than a decade now, but according to a survey conducted in the last couple of years, it was revealed that 70% of Australian shoppers still prefer bricks and mortar retail compared to online shopping.
However given the pandemic we have found ourselves in this year, our favourite retailers are not as accessible as we are used to. As such we have all been navigating to world of online retail, successfully or not.
I was so surprised to learn how many of my clients and friends are still so resistant to online shopping- especially considering they mostly fall within the Millennial cohort. It was naive of me to think that everyone is as comfortable with the experience of purchasing online as myself.
The main grievances I come across for online shopping resistance are confidence in knowing a piece will work for you, and returns policies/paying for return shipping.
Knowledge is power, so I have put together four tips that will boost your confidence next time you hit “add to cart” and increase your overall success rate with online shopping.
SIZING
Sizing is probably the number one issue I come across with myself and clients when shopping online. It’s hard because there are no standardised sizing guidelines for brands to follow and therefore it’s a game of guess work for the most part.
However, sizing bots are becoming increasingly more common on our favourite online stores. Sizing bots gather data based on feedback from customers as well as the brand itself to determine whether a style is running big/small or true to size and makes recommendations to you as you shop. These recommendations are tailored specifically to you based on factors around height, approximate weight, shape, age etc that you input into your account. They also draw data from past purchases you have made to further customise the recommendation. Stores such as Zara, Asos and Forever New currently utilise sizing bots with more and more brands investing in this technology every day.
When browsing on your favourite store its also really important to check the height of the model on the product image. This information is almost always made available. Online models range between 170-180cm, whereas the average height on an Australian woman is 163-164cm. The height of the model will distort the leg length on pants as well as dress and skirt lengths. Particularly if you are a lot shorter. It’s something to consider as if something appears very short on the model, it’s likely not going to be as short on you.
If you are still nervous about sizing, I recommend shopping at stores where you know your size. If you are a regular at Country Road, your success rate at Country Road online is probably going to be pretty high. Its usually when we delve into the unknown is when things start to be more hit and miss.
CHECK REVIEWS
A lot of online stores will have customer reviews on the product page of certain items. This is great as it gives you an insight from a customer perspective on how that garment has fit or performed for them. The reviews can detail whether an item runs big or small, or if the fabric is unexpected, or even around quality concerns. I take reviews with a grain of salt, as everyone is quite different, however if you’re looking through reviews its important to read both the positive and the negative to draw more informed conclusions.
If you’re wanting to purchase an item thats a cult favourite or a designer accessory, often You Tube is the place to go. Use your judgement around whether a video is truthful and not heavily sponsored, however even if a video is sponsored it can give you a detail close up to features of the item to better inform your purchase.
KNOW YOUR FIT
So many times I have gotten a bit too adventurous when it comes to online shopping and have bought more experimental shapes that have been outside of my usual personal style.
Knowing your personal style and sticking to shapes which you know are a great fit for your body type is always going to increase your success rate when that parcel arrives in the post.
Its fine to step outside your comfort zone and try new things, but always check the returns policy first. I have had to pay $50 for international shipping to return an unsuitable item on more than one occasion and it hurt. Feel free to get experimental with items on stores such as The Iconic, Asos and Zara, where returns are free in Australia, and you are not out of pocket.
When you are buying denim online, it’s important to know your prefers rise measurements. The rise is the measurement from the middle of the crotch to the top of the front waistband, and this measurement determines where the garment sits on your waist. Again, everyone’s bodies are so different and it’s not enough to rely on the image of the model. Everyone has a different length waist, everyone’s belly button sits in a different place. If you know the approximate measurement of the rise of your favourite jeans, you can look for this measurement on the product pages on online stores. If the rise isn’t listed, customer service will always help with this info.
QUALITY
Know your fabrics. Take note of the fabrics you currently love in your wardrobe, and do some research to understand what fabric mixes can mean for certain garments. For example- an element of viscose in a garment will almost always lend an element of drape to a piece, and elastane will increase stretch.
Make full use of the zoom tool online as well. Really zoom in on seams, and waistbands to review workmanship. Keep in mind online images are often shot on samples which are usually a lower level of workmanship, but often in lower priced retailers, if a seam is puckering it might be a reasonably accurate representation of what the production might look like. Use your judgement here.
Also take note of how the garment is draping on the model- if you can see that its riding up or skewing in any way, it might be a good idea to move on.
I have also made an IGTV on this topic, so if you prefer to receive your info visually check it out HERE.
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