An investigation commissioned by the British bank Barclays unveils a new practice in the field of consumption, where the return of a garment is as expeditious as its purchase. Orders no longer end in the closet of consumers, buy instagram likes buyiglikes.com.
Some 9% of British consumers admit to buying clothes only to photograph themselves, publish the snapshot on their Instagram accounts, and then return the order to be reimbursed. Of the 2002 respondents, the age group 35-44 would be the most concerned by this practice, with men in the lead. Although teenagers are a prominent category in social networks, they were not part of the sample.
Barclays identifies two major factors behind the upsurge of these rapid returns: the growing importance of self-staging in social networks and returns facilitated by many brands when shopping online.
The phenomenon is far from charming Raphaëlle Bonin, president and founder of the Station Service clothing and accessories rental store , which sees it as a lack of ethics towards the clothing and the retailer. “A lot of the cost is generated by the online order for a trade: packaging, delivery, return, in addition to paying the employees who are busy with the task.”
Although social networks have contributed to the democratization of fashion and bypass the licked message conveyed by a brand, this kind of photo on Instagram is not a free advertisement, according to the entrepreneur. “It’s not economically advantageous if part of the marketing budget has to pay for cleaning and repairing damaged parts.” Station Service therefore advocates “transparent” collaborations with bloggers or public figures.