6: How N Brown are championing a more inclusive future for fashion

Retail Gazette

Many consumers have had the frustrating experience of seeing that perfect item of clothing online or in a shop window, only to have it arrive or try it on and it doesn't fit. This is a common complaint for shoppers across the UK and doesn't just lead to a disappointing customer experience but also impacts sustainability schemes through high return rates. N Brown have taken an innovative approach to this particular problem, utilising tech and data as part of their Fashion for All campaign, which aims to make it easier for people to enjoy fashion and the confidence and wellbeing boost it can bring.
On this episode of the Retail Inside Out podcast we're joined by Sarah Ewens-Smythe, head of buying, N Brown, to find out how and why they developed Fashion for All and what they've learned and achieved from its successful deployment. Having achieved accolades including the Fashion Game Changer award at the 2023 Retail Gazette Awards, we discover what feedback N Brown have had from their customers, and how their return rate has declined and sustainability increased as a result of the steps they've taken.
Also joining us on this look deep into the world of fashion, we hear from Lewis Rhys Davies, senior account executive, from loyalty scheme experts SheerID. Lewis weighs in on the hot topic of personalisation, and how retailers can convert shoppers into loyal customers.
Stream the episode through the player on this page, or listen on Spotify, Apple or your preferred podcast platform.