Highlights from TheIndustry.fashion LIVE: Elevating the post-purchase experience
During TheIndustry.fashion LIVE: Elevating the post-purchase experience, brands and retailers such as Cos, Sisters & Seekers, Bluebella, JoJo Maman Bebe, New Look, Pandora, Aligne, Depop, Universal Works, Shein Group, Ro & Zo, Reformation and Paul Smith, amongst others, gained actionable insights on the different channels powering the post-purchase experience.
Hosted in partnership with supply chain experts Bleckmann, the event invited professionals to learn from brands, retailers and industry experts from the likes of Liberty, Seraphine, Henri Lloyd, Recomme and GreenWith Studio, about customer communications and post-purchase marketing, returns, refunds and exchanges - and how you can maximise these channels, opportunities with packaging for improved experience and sustainable credentials, and more.
Enhancing post-purchase experience by elevating logistics
For the first panel of the day, an eager audience heard from Harshini Patel, Merchandising & Supply Chain Director at Seraphine, and Jane Aylwin, Head of Finance at Henri Lloyd, in conversation with Siebrand Wiltjer, Key Account Manager at Bleckmann. And who better to speak on elevating customer experience through post-purchase logistics than the powerhouse that is Bleckmann?
Maternity brand Serpahine turned to Bleckmann after Brexit to find a warehouse overseas. Additionally, its returns process was previously taking 21 days, but the company realised its pregnant customers couldn’t wait that long. Thanks to Bleckmann's hubs in the UK and US, refunds now take just 3-4 days - problem solved. According to Patel: "This should be industry standard. Not only can customers get money back quicker, but we can get the stock back on shelves faster".
Premium sailing brand Henri Loyd decided to partner with Bleckmann after having a "logistics nightmare" with its previous provider, which was sending out incorrect inventory. Aylwin said: "We now not only have our warehouse in the Netherlands with Bleckmann but also a bonded warehouse in the UK, so we can process returns in the UK and then bulk ship them to Europe when we see fit." Customers expect a premium brand to deliver a premium service - they don't want to wait weeks to get a return for a £1,000 jacket.
Not only does Bleckmann support large-scale brands like Henri Lloyd and Seraphine, but it also helps small brands scale with its new platform, B Ccale. Plus, Wiltjier added: "We offer renewal services to cater to brands like Patagonia and COS, enabling us to carry out repairs for both brands and their customers."
The conversation later shifted to returns and whether customers are willing to pay for returning items. Seraphine charges for returns. It can do this as there isn't an expectation when acquiring new customers every nine months. However, Henri Lloyd's older clientele, who are purchasing premium products, expect free and speedy returns. Wiltjier said: "It's important that we understand your customers' expectations so that we can meet them."
Unlocking Purpose and Impact into sales conversion and customer loyalty
For the second session, fashion editor and stylist Mary Fellowes - who has successfully transitioned her career toward climate-focused innovation and technology within the apparel and textile industries - shared valuable insights from her journey.
In 2021, Fellowes founded GreenWith Studio - a boutique sustainable fashion consultancy dedicated to innovation, value creation, and future-proofing. Through this venture, she set out to support brands and retailers of all sizes in their transformation journeys, helping them embed purpose at the core of their business strategies.
For many clients, GreenWith Studio functions as an outsourced Chief Sustainability Officer, offering a combination of in-house expertise, a best-in-class network of specialists, and a proven step-by-step methodology. Its mission is to remain both accessible and affordable - serving SMEs and startups just as effectively as global luxury brands and high-volume retailers. Beyond individual client work, the studio also consults with policymakers, trade organisations, and regulatory bodies. Its offerings range from one-hour workshops to comprehensive, multi-month programs tailored to drive meaningful change.
Later in the session, Fellowes shared her support for Jeff Garner’s multi-award-winning documentary 'Let Them Be Naked', executive produced by Suzy Amis Cameron, which exposes the hidden dangers of toxic chemicals in everyday clothing and their devastating health impacts. "By spotlighting innovators and sustainable solutions, Garner’s work seeks to ignite a modern renaissance in fashion - unlocking the potential of materials science and ecodesign, and restoring the industry’s role in making the world healthier and more beautiful," explains Fellowes.
Since Mary is adamant that the industry has sufficient R&D to solve not just the sinister toxicity challenges this film points to, but to make much bigger steps to circularity and cleaner methods, she has worked with an all-star team on a opportunity/solution to the film’s challenges/ problems. In the form of a consumer facing tool, they’re still in stealth mode and gave a few industry decision makers a quick snapshot glimpse.
Driving loyalty & conscious consumption through circular service
For the penultimate session of the day, Tom Grafton, founder of Recomme, explored how his company is driving loyalty and conscious consumption through innovative circular services.
Founded in 2022, Recomme is a fashion circularity platform that powers everything from resale to recycling, helping brands transform old stock into new opportunities. With a full suite of tools designed to elevate both your brand and your bottom line, the platform attempts to make circularity simple - and profitable.
"It's been a fascinating journey from inception to where we are today. The business has evolved substantially - particularly in what we offer - as we continue to help brands embed circular practices into their operations," said Grafton.
Earlier this year, Recomme and Oliver Spencer were awarded Best Collaboration at the inaugural TheIndustry.fashion People, Planet & Purpose Awards, recognising their impactful partnership. Grafton further discussed the collaboration at today’s event, highlighting the success of the service that extends the lifespan of Oliver Spencer garments. The initiative aims to reduce environmental impact while offering customers a "money off next purchase" incentive.
He even teased an upcoming vintage collection with the brand, featuring returned items like archive pieces.
Creating community and connection with an iconic retail brand
For the final panel of the day, Sarah Coonan, Managing Director of Retail at Liberty, gave insights into garnering and harnessing customer loyalty by tapping into emotion.
Coonan said: "At Liberty, we are obsessed with our customer. It’s a customer who feels a strong sense of ownership of our business. We call them the ‘artistic shopper’. We segment our customers into three groups: Print Maximalist, Design Curator and Beauty Tastemaker, but they all come under this umbrella theme of the artistic shopper."
She explained that tapping into emotion is key. "The emotional connection is a purposeful pursuit since the company’s inception 150 years ago", she said. And of course, its heritage helps harness this. The goal? To understand the customer so they know what makes them tick.
A key part of its strategy is its experiential offering, from installations to events. There’s always something to see in the atrium, whether it's a Prada light installation or a huge Grecian tower. Liberty wants to create wonder within its walls, whether or not visitors are shopping. Just by walking through the doors, customers are creating a connection.
As for the digital realm, the retailer acknowledges that trying to bring the magic of its store online is "never going to work". Its e-commerce site is an ecosystem tied to social media. On social media, it brings that wonder of the store to digital in a way that makes sense, such as giving a sneak peek into a designer's studio.
This connection is also fostered by its two loyalty schemes that work in harmony. The first is a traditional point-based system that is converted into vouchers, and the second is a beauty subscription service.
