N Brown addresses the prevalent issue of incorrect clothing sizes in online shopping.
- The ‘Fashion for All’ campaign leverages technology and data to improve sizing accuracy.
- Sarah Ewens-Smythe shares insights on the campaign’s impact and sustainability at N Brown.
- The initiative earns the title ‘Fashion Game Changer’ at the 2023 Retail Gazette Awards.
- Lewis Rhys Davies discusses personalisation to foster customer loyalty in the retail sector.
Consumers frequently face disappointment when online clothing purchases do not fit as expected. This not only affects customer satisfaction but also results in substantial return rates, a challenge across the UK fashion industry.
N Brown has taken a proactive approach to address this issue through its ‘Fashion for All’ campaign. By harnessing technology and data, the initiative aims to ensure better-fitting clothing, thereby enhancing consumer confidence and wellbeing.
In a revealing episode of the Retail Inside Out podcast, Sarah Ewens-Smythe, N Brown’s head of buying, elaborates on the conceptualization and execution of the campaign. The approach has led to a notable reduction in product returns and an increase in sustainability, reflecting N Brown’s commitment to innovation and customer satisfaction.
This notable campaign was recognised at the 2023 Retail Gazette Awards, where it was awarded the title of ‘Fashion Game Changer’, highlighting its significant impact on the industry.
Moreover, the discussion extends to insights from Lewis Rhys Davies, a senior account executive at SheerID, who delves into the vital role of personalisation in converting shoppers to loyal customers, shedding light on broader strategies in the retail sector.
N Brown’s innovative approach sets a new standard for inclusivity and customer satisfaction in the fashion industry.
