What is ‘bracketing’ and why is it a potential headache for retailers?

If you’ve ever ordered the same dress in three different sizes with every intention of returning at least two, congratulations, you’re part of a growing retail trend…which of course, retailers may not be quite as thrilled about.

The practice, known as “bracketing,” involves purchasing multiple sizes or styles of an item with the intention of keeping only the one that fits or looks best. And younger shoppers seem to be the leaders of the trend.

According to a new Locus Robotics study that included responses from 1,000 US consumers, 61% of Gen Z shoppers have bracketed an apparel purchase, compared to 52% of millennials, 37% of Gen X, and 15% of baby boomers.

“Bracketing is essentially a way for consumers to recreate the fitting room at home,” Katherine Black, partner at global management consulting firm Kearney, told Retail Brew via email, explaining that when shoppers can’t touch or try an item, it’s easier to simply order order a few options and return whatever isn’t working.

Flexible return policies also encourage shoppers to engage in the practice. For retailers, however, it comes with a hefty price tag, especially when it comes to the cost of shipping, processing and restocking returns.

“There are other less visible costs,” Black said. “Inventory is tied up while it’s in customers’ homes or moving through the returns process, and seasonal or trend-driven merchandise can lose value before it makes it back onto the shelf. Some products can’t be resold as new at all.”

Still, bracketing isn’t necessarily all bad news for retailers. Black noted that generous return policies can push otherwise hesitant shoppers to make purchases, and sometimes even keep more than they initially intended.

So there are ways for brands to keep bracketing from impacting their margins without discouraging shoppers. “The best place to start is helping customers get the purchase right the first time,” Black said. “That can mean more consistent sizing, better fit guidance, customer reviews that speak to fit, and more accurate photos and product descriptions.”