It’s not that many years ago that e-tailers were introducing ‘try before you buy’ as a way to sell more fashion, but the e-commerce world has change a lot post-pandemic and now Amazon has said it’s phasing out its ‘try before you buy’ scheme.
The benefit has been available to Prime subscribers who could order multiple items without having to worry about paying upfront for pieces they’d ultimately return. They could order up to six items and keep them for up to seven days before returning any they didn’t want.
So why has Amazon changed its approach? The company said the option was only available for “a limited number of items” and that its customers are “increasingly using our new AI-powered features like virtual try-on, personalised size recommendations, review highlights, and improved size charts to make sure they find the right fit”.
E-tailers have been tightening their online returns policies in recent years. Since the boom days just before and during the pandemic, fashion e-commecre has had a tough time and the high level of returns is one area they’ve turned their attention to. Their stricter approach has put try before you buy in the firing line.
But as Amazon said, AI advances have also made virtual try on (VTO) an increasingly popular option for customers.
Aviram Ganor, general manager, EMEA at fraud management and risk intelligence platform Riskified, told FashionNetwork.com that the trend is definitely moving away from try before you buy: “Amazon’s decision represents part of a broader trend of re-evaluation of return policies across the retail sector as businesses tackle challenges such as return fraud and policy abuse. Rising return rates and operational costs have led many businesses to see more traditional, generous approaches to returns as unsustainable, with abuse of returns policies alone costing global retailers $30billion in 2023, according to Riskified research.
“Creating more restrictive returns policies, though, is a double edged sword: while it can mitigate fraud, it also risks alienating loyal customers and eroding brand loyalty. It’s therefore critical that businesses are able to navigate these challenges and combat fraud without punishing those customers who follow the rules. In order to do this, retailers should look at a third way, such as using AI-powered systems to tailor returns policies at the individual level by analysing customer behaviour and transaction patterns. This allows retailers to precisely target fraudulent activity without penalising loyal, trustworthy shoppers. With fraud becoming more sophisticated through tools like generative AI and more widely across the Dark Web, a targeted and personalised approach to fraud prevention reduces fraud-related losses, strengthens customer loyalty, and ensures a more sustainable and profitable returns process.”
Experimentation and innovation were the name of the game on the last day of Paris Haute Couture Week. Emerging couturiers took centre stage on Thursday, like Peet Dullaert, 35, from the Netherlands, and Miss Sohee, 28, from Korea. The latter staged her maiden couture week show, as a guest on the event’s official calendar. Dullaert and Miss Sohee unveiled Spring/Summer 2025 collections characterised by contrasting styles.
Dullaert, a Paris-based Dutch designer, showed for the first time at Paris Haute Couture Week exactly a year ago. In his third Parisian show, he juxtaposed glamourous looks with more everyday ones, like the suits and trousers sets or the black tweed maxi coat, worn back-to-front with the cuffs, pockets and buttons at the rear, which could morph into an evening dress if needed.
Dullaert’s couture looks were made from bodysuits and playsuits in tight stretch fabric, on which he added long, sheer flared skirts decorated with geometric patterns embroidered with gems, or made with swathes of silk draped directly on the body, giving the models real freedom of movement. The feeling of freedom was heightened by the use of a wrinkled high-performance fabric developed by the label.
Other looks were covered with thin tassels lined with sequins, or with crystals, with draped white and black tulle, taffeta and other glimmering silks. Dullaert’s looks were characterised by flowing volumes and silhouettes, but he didn’t shy away from intervening decisively in the garments’ construction, for example baring a shoulder or cutting his dresses with long slits along the legs.
The couture show by Miss Sohee, real name Sohee Park, was eagerly awaited. The London-based Korean designer showed twice before in Paris, and was a hit on the Milanese runways in February 2022, backed by Dolce & Gabbana. She pulled out all the stops in Paris, immersing her guests in a magical universe where eras and bold silhouettes mixed spectacularly, showcased inside the gilded halls and under the majestic chandeliers of the Pozzo di Borgo palace.
Miss Sohee’s ladies seemed to be ready for a grand ball with their shimmering, vibrantly coloured crinoline dresses, satin sheath dresses glittering with pearls, and statement coats whose long trains were ornamented with embroidered bucolic scenes, like a golden peacock or floral branches, rich in crystals and sequins. Looks worthy of the Venice Carnival.
Botticelli’s Venus seemed to have inspired Miss Sohee, scallops and seashells being among the key elements in her collection. A large shell rose like a fan at the back of a corset which extended into a long, faded-pink silk skirt. Elsewhere, shells encased the hips in two short bustier dresses in python and crocodile-effect leather, or added length to a bustier entirely decorated with gems that was sewn onto a tulle top dotted with mother-of-pearl drops.
Shells embroidered in small patterns featured on a silk duchesse dress, and more shells in silver pleated fabric turned into a micro hooded jacket over a Fantômas-style black velvet jumpsuit, with a double row of white pearls draped around the waist.
Nothing seemed too precious and extravagant for Miss Sohee’s ladies, who also wore more contemporary outfits consisting of lace jumpsuits, miniskirts and laced thigh-high boots. Park founded her label in 2020, after studying at Central Saint Martins in London, and her customers include scores of celebrities, among them names like Cardi B. and Bella Hadid.
All hail physical retail. The demise of the high street store predicted in the early pandemic period was wide of the mark as a near nine out of 10 of Britons visited a retail destination during October and November.
In fact, 88% now shop in-store, an amazing increase of 86.1% since last May. And it’s been heavily influenced by workers increasingly returning to city and town centre offices as well as consumers aged under 35.
That’s according the the latest Consumer Pulse Report by MRI Software/Retail Economics showing “high streets remain the lifeblood of the retail ecosystem”, leading in visitor frequency with an average of 2.2 visits per person per month “reinforcing their importance as destinations that bring people together.”
The survey reveals that 31% of office workers play a key role in high street retail, with visits peaking during lunch hours while 33% of themchoose to visit after 5pm on weekdays, particularly Tuesdays and Wednesdays which have become the popular days to venture into the office.
“As return to office becomes more widespread, the retail sector has an opportunity to maximise engagement and sales by leveraging these insights and presenting itself as a convenient shopping option for the hybrid workforce”, the report highlights.
Working from home is increasingly becoming a non-starter for many businesses with regular news stories about major companies insisting that their staff returned to the office full-time or at least three or four days a week.
Further, the under-35 demographic is increasingly motivated by experiential retail opportunities.
In November, this age group averaged 9.5 visits to physical retail destinations, more than double the frequency of those aged 55 and over.
Interestingly, the rise of social commerce, which enables shoppers to make purchases within social media apps such as TikTok and Instagram, “is likely influencing footfall into physical retail destinations and creating opportunities for in-store experiences”, the study claims.
Jenni Matthews, marketing & insights director, MRI Software, said: “The latest findings depict a retail sector that continues to adapt and remain relevant as consumer behaviours shift.
“With 88% of the UK population visiting retail destinations and under-35s driving experiential trends, it’s clear that physical retail remains a powerful touchpoint for engagement.
“Retailers have an incredible opportunity to leverage these insights, not just to meet consumer expectations, but to exceed them by creating vibrant, immersive destinations that align with changing consumer behaviours.”
Giving hope to many middle-aged men, David Beckham (49) stars in the new Boss intimates campaign, as the fashion brand stages a major launch of its new Boss One Bodywear collection.
Designed by the Team Laird agency, the campaign’s directed by fashion photography duo Mert and Marcus who apply their distinctive cinematic style to both video and stills of Beckham, who’s first seen pulling up in a classic sportscar and entering a New York City warehouse apartment. On screen, Beckham invites the viewer in (to the beat of the rock anthem In the Air Tonight) before revealing himself wearing just the new black Boss One Bodywear trunk.
The launch is supported by a 360-degree marketing campaign. In a brand first Beckham will appear before audiences in cinemas and at home, appearing in campaign clips on the big screen and on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.
Stills of Beckham will appear on billboards and in selected high-traffic locations, as well as in Boss stores and department stores around the world. On social media, the campaign will see close to “100 talents of the moment” show off their Boss Ones across various platforms.
Also as a debut for the brand, vending machines will be placed at key locations in Europe and the US, selling hero products from the collection “in a fun, interactive way”. Additionally, over 100 dedicated pop-ups will appear in premium retail locations worldwide, featuring the complete first drop.
The collection consists of men’s underwear essentials, including trunks, briefs, tank tops and T-shirts in minimalist black and white. Crafted from a blend of cotton and elastane, the selection “offers all-day comfort and confidence”.
It will be available on boss.com, at dedicated pop-ups, at Boss stores globally, and via selected wholesalers from 1 February.
Daniel Grieder, CEO of Hugo Boss, said: “The launch of the Boss One Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham.
“It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”