As e-commerce creatives, it’s tempting to think the work ends once the assets are delivered. Every image, video, or product description on the PDP can either build confidence or send an item straight back into the returns pile.
And the stakes are high. Apparel alone has the highest average return rate at 26%, followed by bags and accessories (19%) and shoes (18%), and other accessories (13%). Each return impacts profitability, customer experience, and critically, sustainability. In fact, handling returns contributes to an estimated 16 million metric tons of CO₂ emissions annually in the U.S. alone.
No wonder retailers from Zara to Aritzia, Uniqlo to J.Crew, are tightening their policies. The operational and financial burden is immense: each return can cost around $10–$20 per item, adding up to tens of billions annually.
So the question becomes: what role can e-commerce creatives play in tackling this challenge? And how can the PDP become a lever for change?
But before we get into solutions, let’s talk about what we mean when we say return rates.
Behind the Numbers
At its core, return rate measures the percentage of pr
- The number of returns received
- The total number of sales made
Then apply a simple formula:
Return Rate = (Number of Returns ÷ Number of Sales) × 100
So, if you sold 1,000 items and 150 were returned, your return rate would be 15%.
But what does that really mean? Industry benchmarks suggest that a return rate of around 17% is acceptable across e-commerce, yet in clothing it often climbs as high as 25%. Anything beyond that should raise a red flag. While some returns point to production or shipping issues, most come down to how well the PDP communicates the essentials.
The data says: size and fit alone account for 67% of fashion returns. Style and color dissatisfaction drives another 23%, while quality issues make up 10%. In other words, the majority of returns are linked directly to customer expectations and whether visuals set them accurately. Are size and fit represented clearly? Do images and videos capture texture, color, and movement in a way that feels true-to-life? Does the PDP provide enough context to help customers understand exactly what they’re buying before they click that “buy” button? These are the questions that you should ask yourself when evaluating your own PDP in relation to returns.
Because when visuals fall short, uncertainty grows, and so do return rates. That’s why tracking returns isn’t just about measuring losses. It’s about spotting opportunities for visuals to work harder: refining storytelling, improving context, and building PDPs that reduce uncertainty while boosting customer confidence.
The stats may look daunting, but the good news is they reveal exactly where we can step in with smarter solutions.
Top Reasons for Returns and How the PDP Can Help
1. Fit Issues
The number one reason customers return products is sizing. Luxury fashion makes this even trickier: proprietary sizing systems vary across brands, designers, and regions, leaving shoppers unsure about what will actually fit. Many end up ordering multiple sizes or sending items back. While inconsistencies in sizing can’t always be fixed entirely, brands can address the problem directly on the product detail page (PDP):
- Showcasing fit across different body types is essential—shoppers want to know how a product will look on someone like them. That’s why featuring models of varied body types, with their height and size, makes such a difference.
With Pixelz Digital Twins, this becomes seamless. Digital Twins can replicate any model and size while staying true to fit, making it easier than ever to present accurate sizing and realistic visuals across your entire product range. - Add video content: Movement and fit are easier to understand in motion than in still photography. But video has its challenges - it can be expensive and difficult to scale. The challenges could be endless - but the post-production can truly be simple with Pixelz video.
- Use real-life context: Lifestyle and editorial images show how a garment really lives outside the studio, more natural, more relatable, and closer to how customers will wear it day to day.
- Highlight customer reviews with images: Peer-to-peer validation builds trust and helps shoppers make informed, confident choices.
2. Products Not Matching Expectations
Another leading cause of returns is when items simply don’t look or feel as advertised. Shoppers expect accuracy and transparency, and brands can deliver that through stronger imagery and content:
- Close-up Shots: Highlight fabric texture, stitching, buttons, and finishing details.
- Color accuracy: Ensure colors are true-to-life, particularly for subtle tones that can shift under different lighting.
- Various media formats: Add videos, 360° views, or user-generated content (UGC) to show the product from multiple perspectives.
- Detailed product descriptions: Back up your visuals with copy that covers the essentials: fabric, fit, care, key features, and sizing. Don’t be afraid to incorporate some brand personality along the way; after all, it’s called the Product Detail Page for a reason!
When brands bring accuracy, variety, and context to the PDP, they set realistic expectations and help customers feel confident about their purchase. So, who’s getting it right? The fashion industry offers no shortage of inspiration, and brands are finding clever, creative ways to tackle returns through their PDPs. Let’s take a look at a few examples:
- Tala, a growing activewear brand from the UK, builds trust with clear, inclusive representation. By pairing close-up imagery with model measurements across diverse body types, they give shoppers a realistic sense of fit before purchasing.
- StudioMx Design, a small label known for its monochromatic collections, leans on video to communicate what static imagery can’t: movement, drape, and the unique play of size and shape in each piece, with little notes like “designed to be oversized” or “size up—runs small,”. That added context helps customers make better sizing assessments for themselves
- At the luxury end, Miu Miu supports decision-making with robust sizing guidance. From model measurements to a dedicated “find your size” tool, they help remove guesswork for customers navigating inconsistent sizing systems.
At the end of the day, detailed, high-quality visuals and contextual content on PDPs do more than just look good; they set the right expectations, and that means fewer returns, happier customers, stronger margins, and a stronger brand presence! If you want to see what that looks like in action, explore our PDP Playground, a collection of content designed to show how different types of visuals can come together on the PDP or read Art of the PDP, a full breakdown of the PDP in 2025. And when it comes to bringing this to life on your actual PDP, Pixelz has solutions for all of your e-commerce assets in one place. See all our solutions here.