Bad Ideas: Australian Retailers Charge Shoppers For Trying Clothes On

E-commerce sales keep rising, and though online sales often represent only a portion of retailers’ sales, even longtime luxury holdouts are beginning to recognize the importance of selling online. A few are even determined not to fall asleep at the wheel again for the whole mobile commerce thing, and are putting effort into apps and mobile promotions. That’s a good idea. What’s not a good idea? Charging the shoppers who do still go into brick and mortar stores to try clothes on, like some Australian retailers are doing. {Fashion Etc via Styleite}

According to the Sydney Morning Herald, Australia’s boutiques are suffering with clothing and footwear sales down 4.8% in 2010.

“In the latest twist, retailers have resorted to charging try-on fees in store, which are refunded upon purchase, to stop consumers heading online to search for the same item at a lower price.”

The Sydney Morning Herald article quotes two retailers who are trying various tactics to entice shoppers to their stores, but it’s not clear if one or both are experimenting with the try on fee. Regardless of if one, both, or some unattributed retailer is the one behind the idea, it sounds like a case of cutting off the nose to spite the face.

While the internet can compete on price, one of the few features that it can’t compete with brick and mortar stores on is actually being able to try on clothes. Good photography, detailed clothing measurements and reviews from other customers can all help someone get an idea of fit, but it’s not the same as being able to actually put a garment on and spin around in it, or slipping on a pair of shoes to know if you’ll need them half a size smaller or larger.

So far, the most detailed example of this practice comes from ski boot retailers who charge a $50 AUD fitting fee for trying on ski boots, which is refundable if a customer actually purchases a pair of boots. {The Australian} Retailers say the fee is in response to an Australian tax structure that allows non-Australian websites to sell items to customers without the same taxes and import duties brick and mortar retailers have to include in their prices.

So instead of playing up the fact that in store shopping gives customers a better opportunity to assess fit and comfort, the retail response is to charge users more for the privilege? Because they’re afraid the internet is beating them on price?

The jokes write themselves, and on this one we’re pretty sure retailers who go with the try-on toll won’t be the ones laughing.