"TheRealReal describes excessive returns as returning 30 or more items, returning purchases over $10,000, or having an overall return rate as 'over 85 percent.' Customers can receive 'strikes' against their account, and in some cases, a total ban."
"Michelle describes an instance in which she returned a jacket to TheRealReal that she had already filmed, but upon reading the comments she had another change of heart. 'I checked the video afterwards and all of the comments said I should keep the coat,' she explains."
"'That invitation for feedback doesn't just build community, it drives growth,' says Cait Marron, Senior Vice President of creative strategy at Billion Dollar Boy."
"Brands aren't blind to the advantages of high-engagement user generated content. Marron explains that there are times when they are leaning into it."
Creators express concerns about overconsumption and unrealistic ideals, yet returns are common in their content creation. Luxury retailers like TheRealReal and Net-a-Porter enforce strict return policies to prevent fraud. TheRealReal tracks excessive returns, issuing strikes or bans for high return rates. Michelle's experience illustrates the impact of consumer feedback, leading her to keep a jacket after positive comments. This interaction fosters community and growth. Brands recognize the value of high-engagement user-generated content, sometimes embracing it for marketing purposes.
Read at Vogue
Unable to calculate read time
Collection
[
|
...
]