On November 10th, "Ralph Lauren's return rate reached 95%, making it a great tool for collecting orders", ranking first on the hot search list.
According to Xinhua Daily, it is reported that luxury clothing brand Ralph Lauren from the United States has a GMV (Gross Merchandise Volume) of over 1.6 billion yuan on a certain e-commerce platform "Double 11", but its return rate has reached an astonishing 95%.
It is reported that this phenomenon originated from consumers adding products from Ralph Lauren in order to enjoy discounts. Once the discount is obtained, these products will be returned to the merchant in a "seven day no reason refund" manner.
According to a report by Sina Technology on November 11th, the PR director of Tmall responded to rumors on social media that the return rate of Ralph Lauren reached 95%, stating that the flagship store of the Ralph Lauren brand had a very good transaction performance during the Double 11 period. Since its launch, the brand's confirmed receipt of goods has resulted in a double-digit year-on-year increase in transaction amount, and the store's repeat purchase rate and fan base have both reached new highs.
The public relations director also stated, "So far, none of the reports and comments about 'high return rates caused by bundling orders' have been interviewed and verified by platforms and brands. The so-called' high return rate 'figures are purely false and the more they spread, the more evil they become
According to a previous report by the Urban Times, Ms. Jia, a consumer, said, "The thing I want to buy is only worth a little over a thousand yuan, but the platform's coupons require me to pay 5000 yuan to get 400 yuan off. So I added a Ralph Lauren women's clothing priced at over 4000 yuan to the car purchase and successfully made the purchase. After that, I chose to refund in seconds, which made the thing I wanted a few hundred yuan cheaper
The full discount mechanism of e-commerce platforms has been accurately utilized by some consumers, and even some merchants have posted "full discount tips" online. Products with a unit price of over a thousand yuan, such as Ralph Lauren, are very suitable for making large full discounts; In addition, Ralph Lauren's refund is also very straightforward, basically instant refund.
For a return rate of 95%, some consumers have expressed that they immediately return the goods after the transaction is made. "Is there anyone waiting for the shipment to be sent before returning. Some consumers also mentioned using other high priced brands to make up for the order.
Some netizens also said, 'Why didn't I expect it? I spent thousands more.'.
According to Xinhua Daily, reporters called Ralph Lauren and the platform's customer service personnel regarding this matter, and the platform's customer service admitted that they have noticed the situation of combined returns. Ralph Lauren official has not responded as of press time. Regarding the losses caused by the store during the return process, Ralph Lauren customer service stated that they can seek a solution with the logistics company or platform.
On the evening of November 7th, Ralph Lauren announced that its net revenue for the second quarter of fiscal year 2025 was $1.7 billion, a year-on-year increase of 6%, calculated at a fixed exchange rate; The operating profit was 179 million US dollars, with an operating profit margin of 10.4%. Accumulated revenue of 3.238 billion US dollars in the first six months of fiscal year 2025, compared to 3.13 billion US dollars in the same period last year, a year-on-year increase of 3.47%; The cumulative net profit was 317 million US dollars, compared to 279 million US dollars in the same period last year, a year-on-year increase of 13.44%.
Integrated from Sina Technology, Daily Economic News, Xinhua Daily, Urban Times, Beijing Business Daily, etc