In a recent data research collaboration between Never Fully Dressed and Bambuser, a study found that video content can significantly impact return rates in the fashion industry. Read on to find out how.
Never Fully Dressed is more than just a fashion brand. It’s a community that celebrates, empowers, and supports everybody. Never Fully Dressed wants you to feel represented by the brands through diverse models, including sizing that extends from a UK 6-28 / US 2-24. The brand has built a loyal following by engaging directly with its customers through social media, where they share styling tips, user-generated content, and real-life stories. This community-driven approach fosters a sense of inclusivity and belonging, encouraging customers to express themselves and feel confident in their clothing choices.
Reducing Return Rates Through Video
High return rates are a persistent challenge in online fashion retail, often stemming from discrepancies between product expectations and reality. By integrating video content that showcases the fit, fabric, and movement of their garments, Never Fully Dressed has significantly mitigated this issue. The data shows a significant difference in return rates based on whether a video was available during the purchase:
- Return Rate without Video: 43%
- Return Rate with Video: 29%
This shows that, when a video is included, the return rate is nearly 30% lower compared to purchases made without a video.
Best Practices for Implementing Video Commerce
For brands aspiring to replicate Never Fully Dressed’s success, here are five key best practices behind their success:
1. When Never Fully Dressed do a live show, the FAB widget remains on the site for at least two days, so customers can watch back or catch up in case they missed the live stream.
2. Titling videos on product pages with significant keywords that their target audience is looking for online to capture their attention.
3. Reusing social media videos on product pages, rather than trimming past shows, as they know that today’s consumers, and their customers in particular, engage well with TikTtok/reel style videos.
4. Creating a Live Shows landing page to easily highlight upcoming shows and provide an easy way for customers to find and rewatch past shows.
5. Customizing the pre live show’s curtains to give a taste of what the show will be about and engage the audience in advance.
Data is Backing up the Video Commerce Boom
The impact of video commerce is backed by compelling statistics across the board:
Conversion Rates
According to Retail Touchpoints, online shoppers who view demo videos are almost twice (1.81) times more as likely to make a purchase compared to than non-viewers.
Customer Retention
Optinmonster reports that video marketers get 66% more qualified leads per year and achieve a 54% increase in brand awareness.
Online Engagement
A study by Wistia found that people spend, on average, 2.6x more time on pages with video than without.
Video is the New Gold Standard
Video commerce is not just a trend but a transformative force in e-commerce. Never Fully Dressed’s success story illustrates how leveraging video content can drastically reduce return rates and significantly increase average order value (AOV), while also enhancing customer engagement. As the digital marketplace continues to evolve, video commerce will undoubtedly play a pivotal role in shaping the future of online retail, offering brands a powerful tool to connect with consumers and drive growth.
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