The Tamesis
All three creators express a sense of opposition to overconsumption and do not want to promote bad habits or unrealistic ideals; however, sometimes, for one reason or another, items do get returned after being photographed. Returns seem to be an inevitable byproduct of this format and may be tempting for others, or easy to exploit. On the other hand, luxury retailers like Net-a-Porter and TheRealReal often have exorbitant return policies to prevent “staged” scams and “continuous” returns.
TheRealReal, a hot topic at fashion try-on events, describes excess returns on its website as returns of 30 or more items, returns exceeding $10,000 or an overall return rate of “more than 85%.” Through these indicators, customers may receive a “warning” against their account, or even receive a complete ban in some cases. Other retailers, such as ASOS, have policies in place to deduct a small fee from refunds for consumers with high overall return rates; similarly, suspected fraudulent activity can result in an account being banned entirely.
In contrast, Michelle described an instance where she returned a jacket to The Real Real that she had photographed, but then changed her mind after reading the comments. “I looked at the video later and all the comments said I should keep the jacket,” she explained. “So I went back and bought this jacket, and I’m so glad I did.” In this way, the relationship between creator and consumer is symbiotic—growth, engagement, and community rolled into one. “Inviting feedback not only builds community but drives growth,” said Cait Marron, senior vice president of creative strategy at Billion Dollar Boy.
Returns aside, brands haven’t lost sight of the advantages of high-engagement user-generated content. In fact, Mullen explains, sometimes they tend to do just that. She mentioned Addison Rae’s collaboration with Lucky Brand Jeans. The brand offers talented creators a common strategy often referred to as “seeding.” “What brands are increasingly understanding is that creators are going to be honest, for better or for worse,” she said. “In this case, some viewers liked the low-rise jeans with a retro millennial aesthetic, while others gave candid feedback on the fit, such as the shorts being shorter than expected (even though the ad labeled them shorts). These varied reactions helped quickly capture customer feedback for the brand, while also building credibility and driving engagement with the creator audience.”
As creators build relationships with their audiences, they also inevitably build informal relationships with brands, relationships that are often lucrative for the creator. Stewart explains that she utilizes affiliate links whenever possible. For off-the-shelf items from retailers like Zara, she will link directly, and for vintage items purchased from TheRealReal, she will link to similar vintage or second-hand items, as opposed to product recommendations that build trust and credibility with OG bloggers.
“That trust often translates into action,” Malone said. “When audiences see someone they relate to truly endorsing a product, it not only builds brand affinity but also inspires purchase intent, with people wanting to know where to buy the product and how to experience it for themselves.” While returns are an inevitable part of the fitting process, conscious creators who have earned their audience’s trust may help reduce further returns — after watching fittings and reviews, consumers may have a better understanding of the garment and how it looks on different body types, leading to a more informed purchase.
In an oversaturated market, content will continue to evolve; however, some creators are already feeling the shift once again. Stewart noted that the videos she received the most negative feedback on are now her “direct” wins, while her hyper-specific unboxing videos comparing the same product from different brands (e.g., deciding which white T-shirt fits best) are the content that engages her community the most.
