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Customers have their say

Fashion purchases are set to come under closer scrutiny with the launch of website MyFashionReview.

Launched earlier this month, MyFashionReview aims to bring user reviews to the world of fashion.

User review websites have become more and more popular in other sectors, with sites such as TripAdvisor and Which? used frequently to investigate individuals’ opinions on products or services. Lizzi Zita, director of MyFashionReview, believes there is a gap in the market for this kind of site in the fashion sector.

She says: “I decided to launch MyFashionReview after many years working as a successful fashion stylist. I could see a clear gap in the market for user-based fashion reviews. There was nothing about fashion items written by the consumers who purchase and then wear them. Basically, MyFashionReview fills the gap between the excellent job that editorial, magazines, TV and the internet do of telling us about what to wear and buy and then the real experience of wearing that dress.”

From a user point of view, the site is easy to navigate. Users sign up for free and are then able to write reviews, upload images of the product and give it a star rating. Once a review is submitted, it is checked by MyFashionReview and then published onto the live site. For anyone wanting to read reviews, there is a search function that allows the content to be filtered by product or retailer.

Looking at the site, most of the images uploaded so far are from a younger female demographic – a generation that feels comfortable with publicly posting images and opinion online. MyFashionReviews plans to build the community on the site over the next 12 months via social media and events.

So what does this mean for retailers? Donna Ida, owner of women’s denim indie Donna Ida, says of MyFashionReview: “I love this idea. We already encourage reviews on our own site and offer extra loyalty points to customers who leave a review. Retail is very much about customer service, which is where the focus should be, and the more feedback and interaction with customers the better.”

MyFashionReview is a good concept but I’m unsure whether shoppers’ habits will change so they check a review before buying an item in the same way they would do when booking a holiday. Fashion is often an impulse buy and down to personal preference.

However, I can imagine the site becoming a community for young shoppers to engage with others, find new brands and product, benefitting retailers by then leading to a sale. It is also yet another platform where retailers and brands can go to find out what their customers are saying about their product and ensure their customer service is at its best by responding to the comments made.

Readers' comments (3)

  • Well it may become something interesting but there are only three 'real' reviews that I can find and they are the same ones shown in the photo in your article - the rest is just padding...

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  • Lots of retailer websites have reviews under a product now though they can be mis-leading.
    One on Topshop.com about a Louise Gray bralet gave it 2 stars as it didn't fit her but she then commented that the quality was good etc (?)
    Maybe the review should have a pop up of 'rules' and how the star system works before they post as I saw 2 stars and immediately thought 'bad' when that was not the case.

    Bit like Ebay feedback as newbies don't know that you don't give a neg just because you don't like something or it didn't fit well.....the neg is only to warn of poor quality and service.

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  • Hopefully this won't end up like the Brooks Brothers purchase review system where customers slam the products for "not fitting correctly" and other such nonsense.

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