Fashion: Rethinking the retail landscape

In Dubai, where everything is up for ‘free’ delivery and return, can one reverse the trend or tweak it to drive people back to the malls?

The pandemic, social media, influencers, and more have changed how we shop. E-commerce is our go-to preference, making it super easy to buy just about anything with a few clicks.I have to admit, I love the ease. But as with everything, there’s a flip side to this convenience — return rates have skyrocketed. According to the National Retail Federation, the average return rate for online purchases is now 20.8%, almost double what it was in 2020.

In Dubai, this trend is even more pronounced. The lure of ‘free’ delivery and returns has made online shopping almost too tempting. It’s easy to order multiple sizes or styles, knowing you can return what doesn’t work without any extra cost. While this is great for convenience, it’s causing problems. High return rates are making things tricky for retailers, who have to handle the logistics and costs of these returns. Plus, there are environmental concerns — more packaging waste and increased carbon emissions from all that shipping back and forth.

How can we shift this trend and get people excited about returning to stores and malls? For starters, malls in Dubai need to offer something you can’t get online — unique, immersive shopping experiences. Think personalized styling sessions or exclusive in-store events that make shopping feel special again. High-end stores, smaller boutiques, and retail shops could offer the same luxury experience. We need to make in-store shopping more appealing. Offering exclusive discounts, loyalty points, or complimentary services for in-store purchases could draw people back to the malls.

The pandemic caused a spike in e-commerce shopping rates. However, customers are also returning a more significant portion of purchases, with 20.8% of goods now returned on average, according to the National Retail Federation—up 96% since 2020. In Dubai, where everything is up for ‘free’ delivery and return, can one reverse the trend or tweak it to drive people back to the malls? Leisha Naik, a Dubai-based stylist, contributes an exclusive on how to raise awareness and sensibilities.

Detailed product descriptions online would also be a big help. When people know precisely what they’re getting, they’re less likely to need to return it. High-quality images, videos, and detailed descriptions can make a difference. And how amazing would it be if more retailers used virtual try-ons or augmented reality? Imagine seeing how clothes fit or what furniture looks like in your home before buying it.

Raising awareness is also vital. Many shoppers don’t realize the impact of their returns — on the environment and the prices they pay — and educating customers about these hidden costs can encourage more mindful shopping.

While free returns are convenient, it’s time to rethink this. A small fee for returns or offering store credit instead of cash refunds might make people think twice before ordering multiple items and sending most of them back. It’s not about eliminating online shopping — it’s about finding a balance. By making in-store shopping more enticing and online shopping more mindful, we can reduce return rates and breathe new life into our malls here in Dubai.

So, let’s start making more thoughtful shopping choices and support a more sustainable retail environment. After all, every little bit helps!