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Fashion product reviews influence demand by up to 234%, study reveals

Jeremy Lim
02 August 2022

A new report has suggested that product reviews in the fashion industry can cause search demand for some well-reviewed items to double.

Created by ecommerce specialist Remarkable Commerce and global online reviews platform Trustpilot, the Ecommerce Reviews Report highlights the influence of online reviews.

The research saw Remarkable analyse 7,308 product reviews on Google shopping and 452,940 monthly searches on Google for 25 popular fashion items to establish the correlation between reviews and demand.

Fashion items that had the highest number of 4 and 5-star reviews saw a search growth on average of 34% in the last three months. Annually, this figure dropped to 20%.

One item in the research, a crochet dress, saw a 234% increase in searches in the last year. Sleeveless blazers, which had a 98.2% 4-star and above score, also saw a 125% jump in searches in the last three months.

Consumers do appear to be more likely to review a fashion item they’re happy with, with an average 4-star review of 91% on items with over 400 reviews, compared to 82.3% on items with fewer than 200 reviews.

Reviews of fashion businesses make up an estimated 13% of all reviews on Trustpilot’s platform. Research by Trustpilot, conducted by London Research, found that overall, 82% of fashion consumers claim they find ratings and reviews useful, 5% lower than that of beauty and wellbeing.

Brad Houldsworth, Head of Product at Remarkable Commerce, commented on the findings: "Consumers can have a general consensus on the quality of the apparel item before they even click ‘add to basket’. Online fashion, while convenient to order, doesn’t give you the benefit of being able to try it on, so ecommerce reviews can be a massive boon to customers.

"Reviews not only help people to understand the pros and cons of a product, but they also encourage customers to look outside of the box and consider a brand or product that they might not have been familiar with before. For ecommerce sites, it’s no longer a situation of if you have product reviews on your site - it’s when you start to implement them."

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