One of the keys that led eCommerce to establish itself among consumers was its comfort. Online shopping made everything easier, because you could buy when you wanted and what interested you. The only negative point was that, unlike what happens with shopping in stores, here you cannot try things and see them in a 'tangible' way.
At first, consumers did not want to buy something they could not try, until they got used to buying the products and returning them without further hesitation. For online stores, this created a problem, with returns bottlenecks and stocks that are circulating back and forth.
The future must therefore go through simplifying how to test things and how to manage these processes. The services of online fashion stores are already playing with it.
Prime Wardrobe
Some users of Amazon Spain have begun to receive an emailing campaign from Amazon, in which they are invited to try “a new service: Prime Wardrobe, the first service for fashion within Prime”. In the same shipment it is explained that the service is beta-based and that "it is only available to a small group of Prime members that we have selected."
Specifically, the service works as a kind of tester at home. Users can try items from the fashion, clothing, footwear and accessories section at home. They can choose up to 6 items and have 7 days to try them. Once tested, they can keep what they want and return what they are not interested in, using the same package and prepaid return label that already includes shipping.
Amazon's Prime Wardrobe is now landing in other European countries, although it has already been operating in the United States since 2018.
Chosen by a personal shopper
However, the order-try-then-buy-what-you-want format isn't exactly new to the market. There are already very specialized startups that offer their users just that.
In addition, the claim comes in these proposals for the fact that the consumer does not have to make any effort. The clothes are chosen by a personal shopper, who decides what will interest the online shopper from size data and preferences. The reception of the package thus has some gamification: you do not know what you are going to receive and it is a kind of surprise.
Lookiero is one of those bets, the one that operates in Spain, choosing clothes among 150 European brands, as promised on its website, and working with sizes 34 to 48. One of the assets it sells on its website is: “comfort. Keep what you like and return the rest for free in the returns bag ”. The user has to pay 10 euros for the work of the personal shopper, which is discounted if he keeps one of the products in the box.
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