At TheIndustry.fashion LIVE event, top fashion brands and retailers gathered to discuss strategies for improving post-purchase experiences with a focus on efficient logistics, sustainable practices, circular economy initiatives, and building emotional connections to boost customer loyalty.
At TheIndustry.fashion LIVE event, leading brands and retailers gathered to explore strategies for enhancing the post-purchase experience, with a strong emphasis on logistics, sustainability, circularity, and customer loyalty. The event, held in partnership with supply chain specialist Bleckmann, featured panels and discussions aimed at providing actionable insights into customer communications, returns processes, packaging, and the integration of purpose-driven business practices.
In the opening panel, Harshini Patel, Merchandising & Supply Chain Director at maternity brand Seraphine, and Jane Aylwin, Head of Finance at premium sailing brand Henri Lloyd, joined Siebrand Wiltjer, Key Account Manager at Bleckmann, to share how optimized logistics improve customer satisfaction. After Brexit, Seraphine partnered with Bleckmann to establish warehouses in the UK and the US, reducing their returns processing time drastically from 21 days to just 3-4 days. Patel stated, “This should be industry standard. Not only can customers get money back quicker, but we can get the stock back on shelves faster.”
Henri Lloyd faced challenges with previous logistics providers that led to shipment errors and delays. Aylwin explained, “We now not only have our warehouse in the Netherlands with Bleckmann but also a bonded warehouse in the UK, so we can process returns in the UK and then bulk ship them to Europe when we see fit.” This setup supports the brand’s promise of premium service, aligning with customer expectations for swift returns, particularly on high-value items like £1,000 jackets.
Bleckmann also assists smaller brands through its B Ccale platform, helping them scale with logistics solutions that include repair services for brands such as Patagonia and COS. Wiltjer highlighted the importance of understanding varied customer expectations regarding returns policies, saying, “It’s important that we understand your customers’ expectations so that we can meet them.”
A subsequent session, led by Mary Fellowes, fashion editor turned sustainable fashion consultant and founder of GreenWith Studio, focused on embedding purpose and sustainability into brand strategies. Fellowes described her consultancy’s role as similar to an outsourced Chief Sustainability Officer, offering tailored programs and workshops to brands of all sizes. She supports Jeff Garner’s documentary “Let Them Be Naked,” which reveals the harmful health impacts of toxic chemicals in clothing. According to Fellowes, the film aims to “ignite a modern renaissance in fashion—unlocking the potential of materials science and ecodesign, and restoring the industry’s role in making the world healthier and more beautiful.”
Fellowes also shared that she and a team are developing a consumer-facing tool designed to address these industry challenges, although the project remains confidential.
In the realm of circular economy, Tom Grafton, founder of Recomme, presented how his platform supports brands in implementing circular practices through resale and recycling initiatives. Founded in 2022, Recomme offers tools that enable brands to generate new value from old stock. Grafton remarked, “It’s been a fascinating journey from inception to where we are today. The business has evolved substantially – particularly in what we offer – as we continue to help brands embed circular practices into their operations.”
Recomme’s collaboration with Oliver Spencer was recognized with the Best Collaboration award at TheIndustry.fashion People, Planet & Purpose Awards. This partnership extends the life of garments by encouraging customers to return items in exchange for incentives, reducing environmental impact. Grafton also announced plans for an upcoming vintage collection featuring returned archive pieces from Oliver Spencer.
The final session highlighted customer loyalty through emotional connection, with Sarah Coonan, Managing Director of Retail at Liberty, sharing the iconic retailer’s approach. “At Liberty, we are obsessed with our customer. It’s a customer who feels a strong sense of ownership of our business. We call them the ‘artistic shopper’,” Coonan explained. Liberty segments its clientele into groups such as Print Maximalist, Design Curator, and Beauty Tastemaker, all unified under this concept.
Coonan emphasized the importance of heritage and experiential retail, noting, “The emotional connection is a purposeful pursuit since the company’s inception 150 years ago.” Liberty employs installations and events within its physical store to inspire wonder and create lasting impressions beyond transactional interactions. While acknowledging the challenges of replicating this experience digitally, she described their e-commerce site as an ecosystem integrated with social media, sharing behind-the-scenes content to maintain engagement.
Customer connection at Liberty is further nurtured through two complementary loyalty programs: a traditional points system redeemable for vouchers and a beauty subscription service, both designed to deepen ongoing relationships with shoppers.
Overall, TheIndustry.fashion LIVE provided comprehensive insights into how brands can strategically leverage logistics, sustainability, circularity, and emotional engagement to enhance the post-purchase journey and foster long-term customer loyalty.
Source: Noah Wire Services
