Brands moving away from ‘free returns’ to curb fast fashion

Boohoo, Zara, and soon-to-be H&M are among the major retailers now charging customers to send back clothes in the post. Though shoppers are divided over the new policy, there’s no denying the environmental benefits of a move that targets throwaway culture.

When attending a fancy event we don’t have the cash for, it can be tempting to order a specific outfit and return it straight after for free, allowing us to save face and avoid an outfit repeat on social media feeds.

This convenience of quick, cheap outfit swapping has pushed many consumers away from in-person stores, offering an unbeatable alternative that can’t be replicated outside of the internet.

Online shopping is hard to argue with from a convenience perspective.  It tackles clothing disparity, allowing shoppers to try different sizes before committing, all from the comfort of home.

This unique gimmick may be coming to an end soon, however, as H&M just became the latest in a string of major retailers – including Boohoo and Zara – to consider charging shoppers for returns.

H&M’s actions will be dependent on how news of its looming decision is received.

Unfortunately, if the response to Boohoo starting to deduct £1.99 and Zara £1.95 from every refund earlier this year is anything to go by, H&M’s choice to begin implementing fees may not go down so well.

Yet what does that matter when our flippant reliance on returns is fuelling the throwaway culture that fast fashion is so renowned for keeping afloat?

Because, if you weren’t aware, barring the industry’s already catastrophic contribution to the climate crisis, most of what we’re sending back doesn’t get resold.