Reducing returns with product descriptions

Case 1: the Young Innovator

The brand featured in this case is aimed at an audience that seeks casual and on-trend clothing and is characterised by its young and gritty feel. Unclear information about the fit was often cited as one of the reasons for online purchases being returned.

Challenge

To improve understanding of the fit of the clothing through detailed descriptions to reduce return rates.

Plan of action

Fashion Words revamped the product descriptions with accurate copywriting, focusing on the fit qualities of the clothing. This made it possible to provide precise information on sizes and dimensions. It then translated all the descriptions into the 5 languages in which the brand's e-shop is now localised.

Results

The strategy implemented led to a 13% reduction in returns, significantly improving the customer experience and brand trust.

Case 2: The Innovative Luxury Icon

The second brand is part of the luxury sector and is recognised for the innovation of its products, with a strong emphasis on high-quality materials and unique design.

Challenge

Optimising and correcting inaccuracies in translations of texts related to product materials in order to reduce returns.

Plan of action

Fashion Words carried out new professional translations that have significantly improved the accuracy and clarity of information about the materials: the source descriptions, which were already of a good quality, were revised by adding more accurate details.

Results

This approach has reduced return rates by 10%, demonstrating the importance of clear and precise communication in the luxury sector.

Conclusions

The results of these projects confirm the importance of copywriting and translations in product descriptions. Clear, precise and culturally appropriate language not only improves the customer’s shopping experience but also significantly reduces the costs associated with returns.

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