GS Shop cuts return rates by sharing data with partner brands

GS Retail’s Vice Chairman Heo Yeon-soo [Courtesy of GS Retail]

Major home shopping network GS Shop successfully reduced return rates by sharing detailed reports with its partner brands. This achievement is seen as a testament to Vice Chairman Heo Yeon-soo’s ongoing commitment to data-driven management at GS Retail.

GS Retail announced on Monday that GS Shop has been sharing “Quality Reports” with major clothing brands such as Morgan, SJ Wani, and Ashworth since 2023. These reports encompass various product quality and sales performance aspects including quality inspections, sales data by age and size, and service requests such as cancellations and returns.

“The report analyzes data from the entire process, from production to distribution,” a GS Retail representative said.

Morgan improved its banded tension pants using insights from the Quality Report provided by GS Shop, for example. It found that 65 percent of buyers mentioned the waist size and pant leg width were slightly large after analyzing around 3,000 customer complaints, and the company reduced the waist and thigh measurements by 1.5 cm for its Spring/Summer collection in 2024. Sales of Morgan’s banded tension pants increased by 23.9 percent this year compared to a year ago as a result, while the return rate decreased by 11.1 percentage points.

Golf pants produced by SJ Wani and Ashworth also saw reduced return rates after adjusting sizes based on the Quality Reports, with the return rates for these products decreased by 6.6 and 3.5 percentage points respectively. Many partners are preparing Fall/Winter products based on these reports, with Soul producing a half-coat with reduced chest and sleeve measurements and Playtex, the top underwear brand on the platform, planning to release a product with adjustable shoulder straps by the end of 2024.