After reconsidering free returns, fashion brands get creative

From introducing AI-powered fit tools to incentivising exchanges, aggregating parcel drop-offs and localising logistics, brands are finding new, more nuanced ways to make returns a competitive advantage.
Last year was a turning point for e-commerce returns, as several large fashion brands and retailers began charging for the privilege in an effort to reduce costs — to the chagrin of some of their customers. Now, brands and logistics companies are exploring subtler ways to disincentive excessive returns and make the process more efficient, boosted by new technologies and a fresh approach to loyalty.