Rethinking returns: How premium fashion label by Aylin Koenig improves customer experience and processes with toern

Returns are a daily reality in fashion e-commerce – and often a real time- and cost-intensive challenge. The Hamburg-based premium brand by Aylin König chose toern to streamline the returns process and provide customers with a better experience.

The challenge: No structured analysis of return reasons

Sizes and fits are among the most common reasons for returns in fashion retail. Manual handling of returns, exchange requests, and refunds cost the team a lot of time and made it difficult to analyze the reasons behind returns. Valuable customer feedback was often lost.

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The solution: Digitalizing the returns process

With toern, the entire returns process was digitalized and simplified.

Customers now register their return through an intuitive portal, choose either an exchange or a gift card, and can provide detailed feedback in a free-text field – from fit to comfort. This feature is used regularly and delivers valuable insights for design and product development.

Instead of sending additional emails, customers can now select alternative sizes or colors directly in the portal. This saves time, reduces support effort, and secures revenue.

The close collaboration with the toern team is particularly valued, as they provide tailored adjustments and fast support.

“toern is a returns portal that stays close to the brand and the end customer.”

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The result: Closer to the customer

Since implementation, the returns process runs much more smoothly. Support effort has been reduced, exchange options secure revenue, and qualitative feedback provides valuable input for the product team.

Returns are no longer just a cost factor for the brand – they are now a strategic touchpoint: part of the customer journey that combines efficiency and customer satisfaction.

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