drapersonline.com
When online customer reviews were first introduced back in the 1990s, most retailers thought they were a terrible idea. The notion of allowing negative feedback to be freely available right next to the product you are trying to sell felt, at the very least, counter-intuitive.
But reviews are a textbook example of an online feature that in theory feels like madness, but in reality, perfectly solves a problem. In our new Drapers Guide, we unpack this: why are reviews so useful, how are retailers using them today, how are they changing and where might they go in the future?
Fashion retailers might feel as though reviews are less relevant to them than for other categories. Fashion is a subjective purchase: a fashion product can’t “work” or “not work”, as it can in kitchenware or electronics. Neither have reviews become as central to fashion’s business model as they have in travel, for instance, where they can play a significant role in a consumer’s research process.
But they are, nonetheless, beco
almost 7 years ago