Fast fashion and online deliveries are becoming increasingly popular, especially during lockdowns, as the only way to receive clothing from your favourite brands. Looking at the most complained about brands, we will highlight how important it is to resolve complaints online to protect your brand.
When analysing reviews, Trustpilot scores, and Twitter sentiments, which fast fashion brands are the most complained about and which are the best when it comes to a speedy, reliable order?
The Most Complained About Fashion Brands
Taking all of the factors into account, the worst fast fashion brand for complaints is Zara, with an overall score of 2.51, with 423 weekly Twitter complaints, an average Trustpilot score of 1.5 and 78% bad reviews on Trustpilot.
Dorothy Perkins, is ranked as the second-worst brand, with a 4.20 overall score, with 93 weekly Twitter complaints, 1.6 Trust pilot score and 76% bad reviews.
And H&M is the third-worst fast fashion brand with an overall score of 4.32, 1.7 Trustpilot score, 69% bad reviews and 145 Twitter complaints.
The Least Complained About Fashion Brands
Taking first place is the fast fashion brand Oh Polly, with a Trustpilot score of 4.6, with only 7% bad reviews on Trustpilot and 33 weekly Twitter complaints, for an overall score of 9.85.
Not far behind in second place is I Saw It First, with an overall score of 9.34, with 105 weekly Twitter complaints, a 4.4 Trustpilot score and 7% bad reviews.
Finally, in third place, is Missy Empire with an overall score of 9.15, with a 4.1 Trustpilot score, 7% bad reviews but just only four weekly Twitter complaints!
We ranked each brand on the following three factors: Average Trustpilot Score, % Bad reviews on Trustpilot and Complaints on Twitter. Giving each a normalised score out of ten on each factor, before taking an average overall score across all three factors.
The average review score and percentage of ‘bad’ reviews were both taken from Trustpilot, while for the number of Twitter complaints, we used an official Twitter API to pull the number of average weekly Tweets to each brand which mentioned the following words: wrong size; money back; hasn’t arrived; refund; poor quality; slow; disappointed; multiple DMs; no reply; broken; damaged; late; stained, missing.
Please note we pulled the number of average weekly tweets from the fast fashion brand’s customer service accounts and removed any from the research who didn’t have a dedicated customer service account.