An analysis of 51 million product reviews highlights challenges in fit, emerging preferences for cozy apparel, and the impact of social media on buying trends.
In an extensive analysis conducted by Yotpo, an e-commerce retention marketing platform, consumer behavior trends in the online apparel sector have been detailed, revealing significant insights into purchasing preferences and common grievances. The study spanned 51 million product reviews across 20,000 different stores to provide a comprehensive understanding of the current retail landscape and consumer expectations.
The report highlighted a substantial increase in negative feedback related to fit issues in apparel purchases, particularly for dresses, denim, and bras. Dresses emerged as the leading offender, accounting for 42 percent of all return-related reviews. Common complaints included descriptions of dresses as “too small,” “too big,” or simply not fitting as anticipated. Denim also faced scrutiny, especially regarding length, with 76 percent of reviews pointing to sizing issues concerning leg length. Similarly, while bras were often praised for their appearance, they were also noted as the most challenging garment for shoppers to fit accurately due to varying body types.
To aid consumers in finding the correct fit, Yotpo recommended that brands furnish detailed measurements and specific fit guides for their products. They also suggested the implementation of virtual try-on tools or customized quizzes to facilitate a better fit experience for bra purchases.
The report also identified a growing demand for comfortable “cozy” apparel, especially pajamas. However, a significant disconnect was evident, with approximately 45 percent of reviews expressing dissatisfaction, often citing issues with fabric quality that resulted in tearing, loss of shape, or discomfort.
Another interesting finding from the Yotpo report was the negative sentiment surrounding the color red in apparel, with 70 percent of shopper reviews expressing dissatisfaction. Many consumers indicated that the shade of red often appeared different in real life compared to online images. Contrastingly, activewear in red and pink received positive feedback, overtaking previously favored neutral tones in this category.
On a positive note, the report revealed that limited-edition items garnered considerable appreciation, achieving a remarkable 89 percent positive sentiment score and an average rating of 4.7 out of 5 stars. This trend was largely driven by social media campaigns on platforms such as TikTok and Instagram, with Millennial and Gen Z shoppers playing a crucial role in propelling these products to bestseller status.
Oversized apparel was also highlighted as a favorite among consumers, particularly sweatshirts and tops. While this style received an 86 percent positive sentiment score, the report underscored the need for accurate sizing descriptions to avoid confusion among shoppers aiming for the oversized look. To mitigate concerns, Yotpo recommended brands utilize visuals displaying their items on various body types.
Among various apparel categories, outerwear stood out, receiving the best reviews primarily due to its perceived value. Consumers appeared more willing to prioritize quality and longevity over style when it came to outerwear, viewing these items as investments.
Additionally, the report confirmed that certain trends, such as low-rise denim styles, are gaining favor, with 75 percent of reviews awarding these items five stars. This resurgence aligns with the broader revival of 2000s fashion trends, including an impressive 4.5-star rating for pre-owned clothing from that era.
Lastly, a positive reception was noted across staple items, particularly organic cotton apparel, which boasted a 71 percent positive review rate. Among unisex items, the versatile T-shirt emerged as a consumer favorite, reflecting broader trends towards inclusivity and sustainability in fashion.
Source: Noah Wire Services
