All three creators voice consciousness against overconsumption, and not wanting to promote bad habits or unrealistic ideals; however, there are times when, for one reason or another, items do get returned after filming. Returns are a seemingly unavoidable byproduct of the very format that could be tempting, or easy, for others to take advantage of. On the other hand, luxury retailers like Net-a-Porter and TheRealReal often have excessive return policies as a safeguard against “staging” scams and “serial” return behavior.
TheRealReal, which is a popular subject of try-on fashion hauls, describes excessive returns on its website as returning 30 or more items, returning purchases over $10,000, or having an overall return rate as “over 85 percent.” Through these metrics, customers can receive “strikes” against their account, and in some cases, a total ban. Other retailers like ASOS have enacted policies which deduct small fees from the refunds of consumers with high overall return rates; likewise, suspicion of fraudulent activity can lead to a total account ban.
In contrast, Michelle describes an instance in which she returned a jacket to TheRealReal that she had already filmed, but upon reading the comments she had another change of heart. “I checked the video afterwards and all of the comments said I should keep the coat,” she explains. “So I went back and bought the coat and I’m so happy that I did.” In this way, the relationship between creator and consumer is symbiotic—growth, engagement, and community become one in the same. “That invitation for feedback doesn’t just build community, it drives growth,” says Cait Marron, Senior Vice President of creative strategy at Billion Dollar Boy.
Returns aside, brands aren’t blind to the advantages of high-engagement user generated content. In fact, Marron explains that there are times when they are leaning into it. She points to Addison Rae’s collaboration with Lucky Brand Jeans. The brand gifted creators—a common strategy often called “seeding.” “What brands increasingly understand is that for better or worse, creators will be honest,” she says. “In this case, some viewers loved the throwback Millennial aesthetic low-rise jeans, while others gave candid feedback on fit, like shorts running shorter than expected (even if advertised as short shorts). The mixed reactions can be helpful to quickly capture customer feedback for the brand, while also building credibility and driving engagement with the creator’s audience.”
Where the creator forms a relationship with their audience, they inevitably also form an informal relationship with the brand, one that is often profitable to the creator. Stewart explains she utilizes affiliate links wherever she can. For readily available items from retailers like Zara, she links directly, for a vintage purchase from TheRealReal, she’ll link to similar vintage or second hand items—not unlike the product recommendations that built the trust and credibility of OG bloggers.
“That trust often translates into action,” says Marron. “When viewers see someone they relate to genuinely endorsing a product, it not only builds brand affinity but also drives intent, people want to know where they can buy it and how they can experience it for themselves.” Though returns are an inevitability of try-on hauls, conscious creators who have garnered trust with their audiences can potentially help reduce further returns—after watching a try-on and review, a consumer may have a better understanding of the garment and what it looks like on different body types, leading to a more informed purchase.
In an oversaturated marketplace, content will continue to evolve; however, some creators are again already feeling a shift. Stewart notes that her videos that receive the most negative feedback are now her “straight up” hauls, whereas hyper-specific unboxing videos where she compares the same product across different brands—for example, deciding which white T-shirt fits the best—are what engages her community the most.
