smarter returns for a lower impact.

the success story of Studio Anneloes.

Managing returns without increasing our environmental footprint.

The fashion industry inherently has a high return rate. Size, fit, and expectations are difficult to assess online, and consumers often order multiple sizes at once. For Studio Anneloes, a brand that is mindful of its environmental impact, this presents a double challenge: returns are inevitable, but unnecessary shipments don’t align with a brand that is mindful of its environmental impact.

At the same time, Studio Anneloes is growing. More orders, more returns, more administrative work. The team needed to keep the returns process under control without letting the workload grow proportionally. And there was another need: more data. Not just knowing how many returns are coming in, but also why, by product, by size, and by market.

The solution had to do three things: automate the returns process, provide more insight into returns, and at the same time make customers’ choices more conscious.

A returns process that aligns with a sustainable brand.

Studio Anneloes uses Returnless for the entire returns process: from the returns form to processing in the warehouse. Through a custom integration with Business Central, returns are automatically linked to the original order in the ERP. Every step contributes to a smaller environmental footprint and better decision-making.

"For us, sustainability isn't just a campaign, it's truly woven into our DNA."

Désiree Laureijssen, Lead E-commerce at Studio Anneloes

Less manual work, more control.

Studio Anneloes uses Automations to keep the volume of returns manageable for the team. Peak return periods occur in April, May, and June, with higher volumes than in December. Without automations, this would immediately be reflected in the workload.

Ready for the 2027 EU regulations.

While many brands still view the upcoming EU textile regulations as a distant prospect, Studio Anneloes has already incorporated most of the requirements into its daily operations. In the B2B logistics chain, between production sites and the warehouse, reusable shipping bags are used to reduce packaging waste, in line with the PPWR regulations. Through Retravel, items are given a second life, and repairs are offered as an alternative to returns, in accordance with the Right to Repair directive set to take effect in 2026. And then there’s the Digital Product Passport: 85% of the collection already has its materials and manufacture online available since 2023. This is years before the requirement officially takes effect in 2027. Read below to find out how Studio Anneloes subsequently leveraged the DPP as a commercial opportunity.

From a mandatory passport to a personal stylist.

Studio Anneloes implemented the DDP on a large portion of their product line, but they also made a painful discovery: almost no one was scanning the QR code. Their DDP was transparent, informative, and compliant with the law, but customers simply weren’t clicking on it.

Instead of asking what information they should share with customers, the focus shifted to: “Why would customers want to use this?” To test this, they printed four different messages on their clothing hangers. The winner: “How to wear this,” with a scan rate of 10%. Nearly three times as much as their original version of the DDP. The conclusion was clear. Customers don’t want extra product information. They want styling advice.

That insight, combined with sentiment analysis of reasons for returns, became the basis for the digital wardrobe: a personalized style tool linked to the DDP. All purchases, including items from the 300+ retail locations, can be linked to the customer’s profile via a QR scan. A virtual stylist suggests outfits based on color profile and purchase history. This provides a proactive response to every recurring reason for returns.