Yotpo Research Reveals the Leading Consumer Trends to Define Retail Strengths and Weaknesses
In a recent report from Yotpo, the e-commerce retention marketing platform, the company analyzed 51 million product reviews across 20,000 stores to help brands better understand today’s consumer behavior and retail trends. In addition to these trends, the report identified gaps between consumer expectations versus reality and what these trends mean on a larger scale.
Unsurprisingly, Yotpo’s report found an overwhelming measurement of negative feedback from consumers who had purchased apparel online that did not fit correctly, or the way they imagined, in real life. Offenders of this feedback include dresses, denim and bras.
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Dresses were revealed as the top item returned with 42 percent of all return-related reviews about dresses. Fit issues were the main concern with comments including that the fit was “too small,” “too big” or “didn’t fit as expected.” Similarly, denim is often called out by consumers due to fit regarding length. Seventy-six percent of sizing reviews of jeans focus on leg length. Bras, while receiving many reviews for being “pretty,” were found to be the most difficult for shoppers to find the right fit for different body types and proportions.
For both denim and dresses, the authors of Yotpo’s report advised brands to provide the details they need, including measurements, to help consumers find the perfect fit. To maximize finding the correct fit for bras, the authors also suggested providing detailed fit guides, virtual try-on tools or quizzes with custom questions.
When it comes to an increase in demand for “cozy” apparel, Yotpo’s data showed that there is a disconnect when it comes to pajamas. Often consumers say that the pajamas they have purchased are not comfortable with about 45 percent of reviews for pajama sets being negative. Shoppers commonly call out poor-quality fabrics that tear, lose shape or “don’t feel comfortable.”
Overall, the color red was also found to be a trigger for negative reviews for apparel purchases online. Seventy percent of shopper reviews are negative toward the color red with consumers often calling out the color’s shade looking different in person. However, consumers are positive about red and pink activewear with the colors taking the lead over previously championed neutrals for the category.
In terms of items that hit well with consumers limited-editions were revealed as overwhelmingly positive. The positive sentiment score for limited-editions is 89 percent with a 4.7 out of 5 star average rating. Reviewers often mention campaigns seen on TikTok and Instagram with Millennials and Gen Z consumers driving the trend, which often leads to products becoming bestsellers.
Second to limited editions, oversize apparel was revealed as a crowd favorite with a positive sentiment score of 86 percent. This finding was especially true for sweatshirts and tops. However, consumers call out that to get the look a brand must accurately describe the sizing as not doing so often leads to confusion and frustration for shoppers trying to achieve the oversize look. The authors of the report advised using visuals that showcase the item on multiple body types.
Across all apparel, the outerwear category earned the best reviews with item quality leading the conversation. The report found that this finding is largely due to consumers’ perception of outerwear as an investment where they prioritize durability and longevity even over style.
Trends that received high-level reviews include low-rise denim styles with data showing 75 percent of reviews representing five stars. Notably, this Y2K trend is also highlighted in the report’s look at pre-owned clothing, which saw a 4.5-star rating for 2000s designs.
More generally, consumers gave overall positive reviews to several staple items and trends in apparel including a love for organic cotton (71 percent positive review). The most-loved unisex item is the versatile T-shirt.
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