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The online fashion trust factor

The online fashion trust factor

Independent fashion retailers have embraced the internet to offer fashion lovers more choice than ever. But the most popular online stores are those of our favourite high street retailers, proving branding is key for online fashion stores.

Online fashion boutiques need to put trust at the heart of their brand building exercise to compete with high street names. These websites need what I call the 'trust factor'.

The trust factor is one or a series of things which gives the visitor reason to believe the website is as good to buy from, or better to buy from, than high street brands.

Here are three examples of how an online fashion store can build that vital online fashion trust factor.

  1. Press – Showcase where the brands on the website have been featured in newspapers and magazines. Include the publication's logo and a scan of the page where the brand/item appears.

  2. Celebrity Endorsement – Has a celebrity worn a brand you carry? If so, show it off. Got a celebrity customer? Ask them for a quote and USE it!

  3. News – Show you are at the heart of the industry by publishing news. You have to get this right to fit your audience.

What are your views on the trust factor? Let Leon know in the comments box below.

  • Author: Leon Bailey Green.

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Reader Response

Added: Saturday, 7 June 2008 11:26 BST
Craig Bradshaw, Bolton, United Kingdom

I believe that a massive amount of trust comes from excellent customer service. This includes your terms and conditions, consumers are getting more savvy, for example, if you insist on not refunding someone’s outbound delivery charge or want to charge a 20% restocking fee, you have already alienated yourselves, and most smart consumers will not go near you with a barge pole.

Larger well know organisation already have this “trust factor” by default because consumers assume that they do things correctly. Its hard work to prove to a potential customer that you’re as good, if not better than the large retailers. But it is very achievable


Craig Bradshaw
First in Retail Ltd


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