How to Reduce Returns for Custom Printed Apparel

Reducing returns in custom printed apparel is critical because every return equals a financial loss. With return rates in India's fashion sector at 30–40%, and apparel accounting for 26% of all returns, the stakes are high. Here’s what you can do to lower return rates:

• Improve Product Descriptions and Images: Provide detailed descriptions (e.g., fabric composition, care instructions) and high-quality images/videos to set clear expectations.
• Clear Sizing and Fit Information: Use size charts tailored to Indian body types, include visual aids, and describe fits accurately to reduce sizing confusion.
• Quality Control: Inspect items at multiple production stages to catch defects early and ensure prints are durable and consistent.
• Use Returns Data: Analyse why items are returned (e.g., size issues, quality problems) and use feedback to refine products and processes.
• Fix Packaging and Delivery: Use sturdy, weather-proof packaging and ensure timely, secure delivery to prevent damage and delays.

These steps can help businesses like Custprint reduce returns, boost customer satisfaction, and protect profits.

I Lost Thousands in Returns - Here’s How I Fixed It (Step-by-Step)

Improve Product Descriptions and Images

Detailed product descriptions paired with high-quality visuals can significantly help customers make informed purchases. When customers clearly understand what they’re buying, it reduces the likelihood of returns due to unmet expectations.

Write Clear and Complete Product Details

Your product descriptions should provide a clear and complete picture of what the customer will receive. For example, include fabric composition and weight as these details influence both comfort and durability. Instead of vague terms like "cotton blend", specify details such as "60% cotton, 40% polyester, 180 GSM."

Include clear care instructions, such as: "Machine wash cold, tumble dry low, do not iron on print." Accompany these with visual icons to make them easier to understand. For custom-printed items, mention the durability of the print, e.g., "Print designed to last 50+ washes without fading when care instructions are followed."

If personalisation is an option, explain what can be customised - text placement, colour choices, or size restrictions - and clarify any limitations, such as a design area of "25cm x 30cm."

Adding model information can also help set realistic expectations for fit. Include details like: "Model: 175cm tall, 96cm chest, wearing size M." This helps customers visualise how the product might fit their own body type.

Cayla Thurman, a Business Reputation Consultant, highlights the importance of tailoring descriptions to your audience:

"To make your product description stand out, you need to ask questions about your target audience. Who is the product for? How is your product valuable to them? How is it different from your competitors' product? Knowing how your product addresses your customers' pain points will help you craft content that will be useful to them." ^[1]

Storytelling can elevate your descriptions by connecting emotionally with customers while still conveying practical information. Share the inspiration behind your designs or highlight the craftsmanship that goes into your printing process. This approach creates a balance between emotional appeal and functional details.

For better readability, format your descriptions with short paragraphs and bullet points for key features. Avoid confusing industry jargon. Instead of saying "pre-shrunk combed ring-spun cotton", use simple language like: "Soft, durable cotton that keeps its shape after washing." Detailed and accessible descriptions like these align expectations and reduce returns.

Add High-Quality Photos and Videos

High-quality visuals are essential for confirming product details and minimising return risks. Use images that capture every angle of the product. High-resolution photos and 360-degree views allow customers to zoom in and examine details like fabric texture, colour accuracy, and print placement.

Videos are equally important. Show garments in motion to demonstrate how they fit and move during everyday activities. For example, feature models walking, sitting, or even stretching to highlight how the fabric behaves and how prints hold up. These lifestyle videos help customers imagine themselves wearing the product.

Consistent lighting across all product images is crucial to ensure colours appear true-to-life. Poor lighting can distort colours, leading to disappointment upon delivery. Professional lighting setups can accurately showcase the product’s colours and prints.

Close-up shots of details like seams, fabric texture, and print quality build trust in the product’s craftsmanship. These images reassure customers about the quality they can expect.

Brands like Custprint, which manufacture products in-house, can take this a step further by sharing behind-the-scenes content. Showcasing the printing process or quality control measures builds trust and provides transparency about the effort that goes into each product.

With more than 70% of Indian consumers expressing concern about sustainability in e-commerce ^[2], it’s worth highlighting eco-friendly practices. Use visuals to showcase sustainable materials or production methods, addressing this growing awareness.

As advertising legend David Ogilvy once said, effective visuals should inform first and inspire second. Every image and video should help customers make confident, informed purchase decisions. By setting clear expectations through descriptions and visuals, you can reduce return rates and improve customer satisfaction.

Provide Clear Sizing and Fit Information

In India, sizing confusion is a major hurdle in the apparel market. Returns due to incorrect sizing account for roughly 20% to 40% of all returns, making accurate size information a top priority for reducing these numbers ^[3]. This issue becomes even trickier with custom-printed apparel, where customers can't try items on before buying.

One of the root causes is the mismatch between international sizing standards and Indian body types. Vineet Jain, COO of V-Mart Retail Ltd, highlights this challenge:

"Indian size is crucial for the Indian market. Using US or UK size charts has caused confusion due to significant differences in body types. Establishing our own size chart addresses this, catering accurately to Indian anthropometrics" ^[3].

When customers receive clothes that don’t fit, they’re more likely to return them, creating extra costs and operational headaches. To tackle this, accurate size charts tailored to Indian body measurements are essential.

Make Simple Size Charts

Creating effective size charts for Indian shoppers starts with using precise local measurements, preferably in centimetres to align with regional standards. These charts should cover key measurements like chest/bust, waist, hips, shoulder width, and length. For custom-printed garments, chest measurements are especially important since they affect how designs stretch or appear on the fabric.

India's INDIAsize initiative, which used 3D body scanning to study nearly 25,000 people aged 15–65 years, has shown how different Indian body proportions are from Western ones. This data underscores the need for size charts that cater specifically to Indian shoppers ^[3].

Visual aids can make size charts easier to understand. Simple diagrams showing how to measure each part of the body can be incredibly helpful. Additionally, offering separate size charts for different product categories - like hoodies, polos, or oversized tees - ensures customers can find the right fit for each garment. For example, a hoodie chart might focus on chest and length, while a polo shirt chart might emphasise chest and shoulder width.

Custprint, which offers customisable apparel like round-neck t-shirts, hoodies, oversized tees, polos, and sweatshirts, benefits greatly from detailed size charts for each product type. Since customers personalise these items with text, images, or logos, accurate sizing ensures the designs appear as intended.

Consistency is key across all size charts. Use the same terms and measurement points throughout your product range. For instance, if you call it "chest measurement" for t-shirts, stick with the same term for hoodies instead of switching to "bust" or "torso."

Describe Fits and Give Size Advice

Clear fit descriptions can help customers make better choices. Use straightforward, relatable terms. Instead of vague phrases like "modern fit", go for something like "fitted through the chest with a straight cut" or "relaxed fit with extra room through the body."

Oversized fits are increasingly popular among Indian youth. When describing these styles, clarify that their dimensions are larger than standard fits. Sanjay Vakharia, CEO of Spykar Lifestyles, explains why fit descriptions matter:

"From a consumer standpoint, it benefits him or her immensely as she does not second guess every brand on sizing. It makes the process of buying more seamless and enjoyable. More importantly, it gives comfort to consumers of having made the right purchase" ^[3].

Customer feedback is another valuable tool for refining size recommendations. If a particular style tends to run small, mention it in the product description, e.g., "Customer reviews suggest this style runs small - consider ordering one size larger for the best fit."

Including model information can also help customers visualise how a garment might fit. For example, "Model: 170 cm, 96 cm chest, wearing size M" gives shoppers a reference point for their own sizing.

For custom-printed items, explain how the fit affects the appearance of personalised designs. A fitted t-shirt might make a logo or text stand out more prominently, while an oversized style offers a more relaxed and subtle presentation.

Lastly, consider local preferences. Many Indian shoppers lean towards slightly looser fits, especially for casual wear. Acknowledge these preferences while still providing accurate measurements for those who prefer a more tailored look.

Sizing challenges in India are being addressed on a national scale. Noopur Anand, professor at the National Institute of Fashion Technology (NIFT), notes:

"Providing well-fitting garments without standard size charts is proving to be a big challenge for the domestic textile and apparel industry in India. Hence, India is attempting to undertake its own anthropometric survey to take care of these disparities and inconsistencies in apparel sizing systems and provided fits" ^[4].

While the industry works toward standardisation, offering detailed, India-specific sizing information can help customers shop with confidence. Clear sizing and fit guidelines not only improve customer satisfaction but also simplify quality control and packaging processes.

Set Up Strong Quality Control Steps

Minimising returns starts with a solid quality control system that ensures every custom-printed item meets expectations right from the start. A large number of returns in the custom-printed apparel industry stem from issues like misaligned prints, stitching errors, or fabric defects. These problems not only frustrate customers but also lead to unnecessary costs. The key is to catch these issues early with a systematic approach to quality checks.

Multi-stage inspections form the backbone of effective quality control. Instead of waiting until the end of production to inspect items, successful manufacturers conduct checks at multiple stages - starting with raw materials, continuing through production, and finishing with pre-packaging inspections. This method ensures that problems are identified when they’re easier (and cheaper) to fix.

Check Quality at Multiple Stages

Quality control spans every phase, from raw material selection to final delivery ^[6]. For custom-printed apparel, three critical checkpoints are essential: pre-production, inline production, and post-production.

• Pre-production inspections focus on raw materials. The quality of fabric directly impacts how prints look and how garments fit. At this stage, factors like fabric weight, texture, and colour consistency are carefully checked before printing begins.
• Inline production checks happen during manufacturing. These checks are designed to catch issues like misaligned prints, colour inconsistencies, or stitching defects. Key elements to monitor include fabric quality, stitching precision, and colour stability ^[5].
• Final inspections occur before packaging. At this stage, the focus is on ensuring that print placement, colour accuracy, construction, and custom design elements meet the established standards. Only garments that pass these checks are sent to customers.

The inspection method you choose should align with your production scale and quality goals:

To maintain consistency, it’s crucial to establish clear and measurable quality standards. These should outline acceptable tolerances for aspects like print placement, colour matching, stitching, and overall construction. When everyone involved understands these standards, maintaining quality becomes much easier.

Training plays a big role, too. Quality control teams need clear guidelines on what’s acceptable and when items should be flagged or rejected ^[12]. Regular training sessions ensure that standards are upheld and help identify emerging issues before they escalate.

Once these processes are in place, the next step is ensuring that prints not only look good but also stand the test of time.

Make Sure Prints Last and Look Consistent

Beyond inspections, the durability and consistency of prints are critical for reducing returns and boosting customer satisfaction. For instance, screen-printed t-shirts can retain their vibrancy for 5–8 years with normal use, and heavy fabric tees can endure up to 80 washes without significant fading ^[11]. Achieving this durability depends on the right combination of printing techniques, materials, and curing processes.

Choosing the right printing method is essential for both longevity and consistency ^[7]. Screen printing, for example, is highly durable because the ink binds strongly to the fabric in thick layers ^[8]. For smaller orders or intricate designs, digital printing methods like DTG (Direct-to-Garment) provide sharp details, though proper pretreatment is necessary for vibrant results ^[7].

Material selection also plays a big role. High-quality fabrics, such as 100% combed ring-spun cotton or premium blends, work best for DTG printing ^[7]. Tighter weave fabrics offer smoother surfaces, leading to cleaner, more consistent prints ^[10]. Ink choice matters too - plastisol inks provide durability and sit on the fabric’s surface, while water-based inks offer a softer feel by soaking into the material ^[11].

Proper curing ensures that prints last. Managing curing temperatures carefully prevents issues like ink bleeding or fading, resulting in prints that withstand multiple washes. Adjustments based on ink type and fabric characteristics are crucial during this stage ^[10].

Incorporating testing procedures into quality control is another smart move. Test prints help verify colour accuracy, design clarity, and wash durability ^[7]. These tests can identify potential problems before full production runs, significantly reducing dissatisfaction and returns.

Customer education is equally important for extending print life. Providing clear care instructions - such as washing garments inside out at 30°C, avoiding bleach, and air-drying - can make a big difference in longevity ^[9].

Custprint’s four-step manufacturing process (order placement, artwork proofing, manufacturing, and delivery) includes quality checks at every stage. The artwork proofing step, for instance, allows customers to review their designs before printing begins, helping to avoid issues that could lead to returns.

Random inspections with suppliers and fulfilment providers further ensure that quality standards are consistently met ^[12]. Even for in-house production, regular audits help identify areas for improvement and maintain high standards.

sbb-itb-410132b

Use Returns Data to Make Better Products

Returns data is like a goldmine of insights for custom printed apparel. Each returned item tells a story - what went wrong and how it can be fixed. Analysing this data helps businesses make informed improvements to their products.

Take a look at the numbers: 38% of apparel returns are due to size and fit issues, while 15% stem from appearance or style concerns, 14% from poor quality, and 13% from product faults ^[14]. That’s a lot of feedback waiting to be unpacked! The challenge, however, lies in capturing and organising this information effectively. With 54.8% of return forms filled incorrectly or not at all, simplifying the process is crucial ^[14]. Let’s dive into how businesses can gather and use this data to their advantage.

Find Out Why Customers Return Items

The first step to understanding returns is collecting the right data. Businesses often focus on key areas such as customer demographics, product details, return channels, reasons for returns, and timing ^[15]. To streamline this, automated systems with targeted questionnaires work wonders. For example, instead of a generic "Why are you returning this item?", ask specific questions like:

• "Was the item too large, too small, or the wrong fit altogether?"
• "Did the print quality match your expectations based on the product photos?"

These targeted questions provide clearer insights. And when customers leave vague feedback like "it doesn’t fit", trained service teams can follow up to uncover the root cause - maybe it’s an inaccurate size chart, fabric issues, or even cut variations ^[16].

Here’s how categorising returns can help identify areas for improvement:

Another layer of analysis comes from timing. Returns made soon after delivery often signal dissatisfaction with quality or appearance, while those made weeks later might point to durability or sizing issues that appear after washing.

For custom printed apparel, product misrepresentation causes over 40% of returns ^[17]. When customers can’t accurately visualise their custom design on the final product, returns spike. Tracking which designs or customisation options lead to more returns can highlight the need for better previews or clearer guidance.

Automating the returns process is a game-changer. Returns management systems can track patterns, generate reports, and flag recurring issues in real time ^[13]. This not only saves time but also ensures businesses can act quickly to resolve problems.

Consistency is key. By capturing the same basic data for every return, businesses can identify trends faster than traditional market research methods.

Change Products Based on Customer Feedback

Once the data reveals problem areas, it’s time to act. Forward-thinking businesses see returns feedback as a direct line to customer preferences, using it to refine everything from sizing to design.

Sizing issues, for instance, often have the biggest impact. When TA3 SWIM, a swimwear brand, adopted an AI-based sizing solution in 2021 after analysing returns data, they halved size-related returns in just six months ^[14]. Their secret? Using real customer body measurements from returns instead of relying solely on standard size charts.

For custom printed apparel, addressing sizing challenges might not always mean changing the product itself. Sometimes, simple updates to product descriptions - like adding notes such as "customers say this product runs small; consider sizing up" - can significantly reduce size-related returns ^[18].

Creating a feedback loop is essential. Analysing returns data helps businesses fine-tune their design, production, and quality control processes to meet customer expectations better. For example:

• Improve artwork proofing based on feedback about design issues.
• Update size charts using real customer measurements.
• Modify packaging materials to prevent shipping damage.

But don’t stop there. Closing the loop with customers - by showing them how their feedback has led to improvements - builds trust and loyalty. It encourages them to stick with the brand, knowing their voice matters.

Regularly reviewing returns data ensures businesses stay ahead of the curve. As products evolve and customer needs shift, this ongoing analysis helps companies adapt quickly rather than waiting for issues to pile up.

For Custprint, their in-house manufacturing setup is a huge advantage. They can act on feedback immediately without waiting for external suppliers. With their streamlined four-step process - order placement, artwork proofing, manufacturing, and delivery - they can implement changes quickly, ensuring better quality and higher customer satisfaction. By weaving customer feedback into their production process, Custprint reduces returns and keeps improving their products.

Fix Packaging and Delivery Problems

Even with top-notch quality control, poor packaging and delivery can undo all your hard work. Damaged, dirty, or delayed shipments can lead customers to believe the product itself is flawed. Research shows that around 11% of e-commerce shipments arrive with some form of damage ^[19], which can easily tarnish months of effort spent building your brand's reputation.

The connection between packaging issues and returns is undeniable. Wrinkled t-shirts, faded prints from moisture, or torn garments due to weak packaging leave a bad impression, prompting customers to return their orders. Such mishaps not only create the perception of poor quality but also damage your brand's trustworthiness.

Use Strong and Eco-Friendly Packaging

The right packaging materials can ensure your custom printed apparel reaches customers in perfect condition while also appealing to eco-conscious buyers. Durable materials like corrugated cardboard, when paired with cushioning, are a reliable option for shipping. Mailers, especially sustainable ones, offer cost-effective alternatives. For instance, EPE foam inserts provide protection for delicate items, while biodegradable options like crumpled kraft paper offer cushioning without harming the environment.

In India, where monsoon rains can expose packages to prolonged moisture, poly-coated boxes and insulated liners can protect garments from rain, heat, and cold. The sealing method also matters - while pressure-sensitive adhesive (PSA) tape is commonly used, water-activated tape (WAT) provides better security and is a more eco-friendly choice ^[22].

Using the right-sized packaging is another key factor. Oversized boxes can cause garments to shift during transit, increasing the risk of wrinkles or damage. Here's a quick comparison of popular packaging options for custom printed apparel:

Rigid mailers are ideal for keeping items flat and wrinkle-free ^[20], while bubble mailers or padded envelopes provide added security for delicate or premium clothing. The unboxing experience also plays a big role in customer satisfaction. Customised poly mailers with your brand's logo, colours, or patterns can enhance the presentation and create a memorable first impression ^[20]. Eco-friendly packaging options, like compostable mailers made from cornstarch or recycled paper, are increasingly influencing purchase decisions in sustainable e-commerce ^[22].

Once your packaging is sorted, the next step is ensuring orders are delivered promptly and securely.

Deliver Orders on Time and Safely

Timely delivery is a cornerstone of customer satisfaction. Delays can frustrate buyers and lead to returns even before they see the product. Transparent communication throughout the fulfilment process helps manage expectations and builds trust.

Quick order processing is essential. When customers know their order is being handled efficiently, they’re more likely to wait patiently rather than cancel. Providing tracking information is another must-have, especially in India, where shipments often travel across multiple states. Tracking allows customers to stay informed and anticipate delivery ^[21].

Offering multiple shipping options can cater to diverse customer preferences. Some may prioritise speed and choose express shipping, while others may opt for more economical choices. This flexibility reduces the chances of delivery-related returns. Additionally, using high-quality shipping materials protects products from temperature extremes, moisture, and physical damage - a critical consideration given India’s varied climate ^[21].

Clear communication with customers is equally important. Keeping them updated with accurate order statuses and responding promptly to queries can prevent misunderstandings that might otherwise result in returns.

For Custprint, their in-house manufacturing model offers a distinct advantage. Their four-step process - order placement, artwork proofing, manufacturing, and delivery - ensures quality control at every stage. By managing everything internally, Custprint can maintain consistent packaging standards and adhere to reliable delivery timelines.

When customers receive their custom printed apparel in perfect condition and on time, it not only reduces returns but also boosts positive reviews and encourages repeat business. A seamless packaging and delivery experience leaves customers impressed and eager to recommend your service to others.

Conclusion: Main Steps to Reduce Returns

Reducing returns starts with improving every interaction a customer has with your brand. This guide outlines strategies that can make a noticeable difference, especially in sectors like online fashion, where return rates can soar to 40–50% ^[23].

The key lies in creating a strong foundation through clear product descriptions, precise size guides, and thorough quality checks. Detailed descriptions paired with high-quality images from multiple angles allow customers to make informed decisions. Accurate size guides can significantly cut fit-related returns - these account for nearly half of all apparel returns. Some AI-powered size tools have even been shown to reduce returns by up to 30% ^[24][25].

Quality checks are another critical step. Conducting rigorous inspections during production helps minimise defects, which are responsible for 56% of returns ^[26].

Beyond the production line, analysing feedback and returns data can refine your approach. As Gaurav Saran, CEO of ReverseLogix, explains:

"Analysing returns data helps businesses understand patterns in return behaviour, predict future return volumes, and identify common reasons for returns. With this information, they can create strategies that reduce the frequency of returns, improve operational efficiency, and enhance customer satisfaction" ^[15].

Additionally, sturdy packaging and dependable delivery systems ensure products reach customers in perfect condition, helping to maintain trust.

When combined, these steps form a comprehensive strategy to tackle returns. For example, Custprint has implemented an in-house, four-step process that ensures quality control from proofing to delivery, effectively reducing returns at every stage.

FAQs

How does analysing return data improve the quality of custom-printed apparel?

Understanding return data can reveal recurring problems like sizing issues, design shortcomings, or material concerns. By spotting these patterns, businesses can make specific changes to improve their products and keep customers happy.

For instance, if a large number of returns are linked to sizing problems, providing detailed size charts or customisation options could address the issue. Similarly, if complaints often point to print durability, it might signal a need for stricter quality checks during production. Tackling these issues head-on not only cuts down on returns but also strengthens customer trust.

How can I ensure the right size and fit for custom printed apparel tailored to Indian body types?

When it comes to custom-printed apparel tailored for Indian body types, getting the right fit starts with accurate measurements. Pay attention to crucial areas like shoulder width (measured from one shoulder point to the other), chest circumference, and the length from the shoulder to the desired hemline.

It's also helpful to refer to size charts that follow Indian sizing standards, as these are designed to accommodate local body shape variations. If available, opt for custom fit options to ensure the clothing aligns with personal preferences. Accurate measurements and a focus on inclusive sizing not only minimise returns but also enhance overall customer satisfaction.

How can high-quality visuals and detailed product descriptions help reduce returns for custom printed apparel?

Using clear visuals and thorough product descriptions is key to helping customers understand exactly what they’re buying. High-quality images highlight the design, colours, and fit of the apparel, while detailed descriptions cover essential details like the material, size measurements in centimetres, and care instructions.

This approach not only sets accurate expectations but also reduces confusion, empowering customers to make informed choices. As a result, it lowers dissatisfaction and cuts down on returns. Focusing on these details can strengthen trust and enhance customer satisfaction when it comes to custom printed apparel.