Should fashion brands be afraid of product reviews?
Luxury brands have spent the last ten years resisting online product reviews. They are concerned about tarnishing pristine brand images by publishing raw customer reviews. Brands and their designers want to be seen as artists and innovators. They do not want to create the perception that they are just creating products for a customer panel that will judge them in online reviews. Are these concerns merited, or are reviews table stakes for attracting modern consumers?
There is an abundance of studies that demonstrate the positive impact of reviews. Sales increases of 30% with the introduction of reviews are not uncommon. These studies have consistently shown the same results for well over five years. The presence of reviews builds trust and increases sales. This is true even when some of the reviews are negative.
People simply expect comprehensive product information, including reviews. It is evident that reviews are an important component of making purchase decisions. Among other data points, this can be seen by the weight placed on reviews by Amazon.com. Generally luxury brands don’t exactly aspire to be like Amazon. However, when it comes to conversion, loyalty, and growth, brands should look closely. The amount of reviews on Amazon is part of the reason for the sites increasing traffic. Amazon gives shoppers all the information they need to make a purchase decision. That is why a rapidly growing percentage of searches with purchase intent are skipping Google and going directly to Amazon.
Ultimately reviews for every conceivable item are readily available online. If shoppers want to find them, they can easily do so. The luxury department store Nordstrom, for example, shows product reviews. Fashion brands are driving traffic away. They are reducing their own chance of making a sale by not showing reviews on their own websites and apps.
Reviews are much better kept on a brand’s site than on an unaffiliated site. By owning the reviews, the brand is in a much better position to harness the benefits of reviews. It can also prevent the feared potential negative side-effects. For example, the brand can enforce verified reviews, so that only shoppers who have actually purchased the item are able to write a review. In the case of a bad review, it is also significantly easier to have customer service contact the customer to remedy the situation.
The ability to get direct feedback about products from customers should also be cherished. Creating a dialogue with shoppers is a huge advantage of digital commerce. It allows brands to be more attuned to market trends, customers wishes, and product performance. These conversations are already happening online and brands now have the ability to bring them into their fold. Faster and more direct feedback allows brands to improve their products more quickly and effectively.
In the long run, what is best for the customer will win. The positive impact of reviews on the shopping experience is clear. Amazon is the only ecommerce company in town. Nordstrom is outpacing its competitors in a difficult retail period. In a time of information abundance, companies cannot hide inferior products behind a pristine brand image. There is nothing to lose by showing reviews if the products are stellar.
Upon careful inspection it becomes clear that concerns about brand deterioration are not merited. Fortunately luxury brands are slowly realizing this and reviews are slowly making their way up-market. Attainable luxury brands like Michael Kors or Kate Spade already offer them on their websites. Unfortunately it happens too often that fashion companies resist change in the name of brand protection. Brand protection is a trite argument. For the companies that own them, the power of a fashion brand ultimately lies in its ability to drive sales. Resisting change and modern customer expectations is no way to run an enduring brand. I wish these brands applied the same passion for innovation that they have for their clothes to their business.
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