The fashion world is moving online – and if you don’t keep up, you’re missing out on some of the best bargains around. When Net-a-Porter first became a massive hit, people wondered whether perhaps there was something in this ‘buying clothes online’ business after all. And now, in 2014, most brands (save the luxest of the luxe) provide some of their wares for online purchase. The retail space is now the virtual space, and we’re loving it.
But there are rules, tips and tricks for getting it right. How many of us have mistakenly ordered the wrong size, the wrong colour, or a fit that looked splendid on the model but out of the parcel looked, well, lumpy on us? Without the fitting room experience it can be difficult to know whether you’re getting it right first time – and who has time to send things back endlessly? Not us.
Why is why we’ve asked State of Shop, who specialise in leading lost lambs through the ins and outs of online fashion, to share their top tips for shopping online. Some of the tips are practical, others more insider-knowledge-only, but they’re ones to keep saved on your desktop next time you’re tempted by a sale at The Outnet or a deal at ASOS.
Here are State Of Shop’s top 7 tips for rocking online shopping – from getting the size right to protecting your rights.
1. “Only shop at stores if they offer refunds for ‘change of mind’ purchases. This is your get out of jail free card if something doesn’t fit, or you just don’t like what you see.”
2. “If you’re an online shopping novice, start by buying brands online you already own and wear. That way you’ll have a good idea of their style and fit.”
3. “Make sure you check out the store’s ‘size guide’ for the product you’re looking to buy. Every brand is different, and international sizes vary, so it always pays to measure yourself and cross check with their guidelines.”
4. “Use all the data on their website. Simple things like watching a video of the product or noting what size the model is wearing will help you make the best decision.”
5. “If the store has them, read the customer reviews. Most of the information other customers provide is about fit, so they’ll help you determine what size you need.”
6. “If you can afford the initial outlay, purchasing an item in multiple sizes is our favourite way to ensure a perfect fit. It’s simple: you just buy the same item
in several sizes (usually two is enough), try them both on and return the one that doesn’t fit for a refund. Many stores like ASOS and THE ICONIC already have their returns system set up for this. Just make sure the store DOES offer refunds first!”
7. “Take note of what size you are in different brands, either in your current wardrobe or when you try new clothes on. This will increase your general self-awareness when it comes to knowing the best clothing, sizes and styles for your body.”
Feeling confident, but now facing the difficulty of how to pick from the plethora of boutiques at your fingertips? Luckily, State of Shop also have a list of criteria for making sure that an online store really deserves your custom. This set of necessities is how they rank their Top 100 online stores (pictured), which include All Saints, ASOS, Farfetch, Matches and Free People. They include an easy-to-navigate online store; delivery within two weeks worldwide; reasonable policies on returns and refunds; photos and videos on real models; and detailed product information on sizing, price, materials, and fit.
State of Shop also recommends that you shop at stores which are transparent, so that you can easily read their terms and conditions and contact them if there’s a problem. If they’re inaccessible, chances are that if a problem arises you’ll be on your own.
We’ve all had bad online shopping experiences, but hopefully with this under our belts our days of too-small ballet flats and wrinkly satin skirts are over.
Will you be checking the State of Shop list next time you go to make a purchase?
Image: State of Shop.