Who does not know it – you order clothes online and what looked nice on the screen is less good if you look at it after delivery at home: the fabric can be of less quality, as well as the processing, and the color can be different. In order to prevent disappointments, the global rating platform Trustpilot consumers: inside since 2007, it enables you to share your experiences. Recently analyzed drinking pilot like satisfied consumers: are inside with their purchases in the fashion sector, including jewelry, accessories and underwear.
“Accessories are the absolute crowd favorites – 85 percent of the ratings are positive. However, consumers are more critical of clothing and underwear: more than every fourth evaluation is negative here. The decisive selection criteria for consumers include product quality, smooth orders and reliable delivery processes”, summarizes Trustpilot.
Product quality, smooth order and delivery are important
Overall, a good fifth (almost 22 percent) of the ratings in the “Shopping & Mode” ratings is critical (0 to 2 stars of 5 possible stars), even higher in the sub -category “clothing & underwear” (27 percent). Consumers criticize here: Inside, poorer: internal service, poor accessibility and problems when ordering or delivery.
However, the “Accessories” area scores here: Consumers: Inside, in their ratings, the smooth delivery and good service praise. The most important thing, however, is the product quality that is highlighted as a central decision criterion in almost all positive reviews.
The sub -category “Jewelry & Watches” also performs better: More than three quarters (78 percent) of the ratings were positive here, that is, consumers: Inside, four or five stars.
An interesting observation is that negative reviews are formulated much more in more detail than positive – “in all subcategories they are more than three times as long” said Trustpilot. The spice therefore seems to be in the brevity.
Results are important guidance for brands and retailers: inside
Even if the ratings primarily announced to others: inside the purchase decision, they offer brands and retailers: Inside, important insights in what they should improve in order to specifically improve the satisfaction of their customers and to build up trust in the long term.
“Especially in the fashion world, in which buying decisions are often made very quickly and purely visually, trust is a central success factor. Real customers: Interior reviews provide orientation-and show whether a shop holds what it promises. Who as a provider: In active feedback, creates closeness, credibility and loyalty. We support companies from the fashion sector, authentic ratings To make visible, use constructively and thus sustainably strengthen brand binding and conversion, ”advises Uta Ernst-Diarra, Senior Director Enterprise EMEA & APAC at Trustpilot.
The Trustpilot study analyzed the reviews of the past twelve months from July 2024 to July 2025 in the “Shopping & fashion” area, which also includes the subcategories “Clothing & Underwear”, “Accessories” and “Jewelry & Clocks”. The company was founded in 2007 and today has over 300 million reviews and 64 million active users: inside.