UK brand Oh Polly has notified customers of its new returns policy, which will see repeat returners charged fees.

The brand offers free returns for new customers on their first return. After this, the fee is then calculated based on an individual customer’s rate of returns.

Fees range from £2.99 for 0-50% of orders returned, to £8.99 for 90% to 100% of online returns.

UK customers have 21 days to return their order for a refund or an exchange, extended to 30 days to return for store credit, from the date the order was placed.

The retailer emailed the news to customers, stating: “Customers with high return rates increase the cost of the business, and we can either alter prices collectively for all, or only for those who fall into the high returner category.”

Oh Polly joins other popular brands such as Zara, Wayfair and H&M which also now charge for returns.

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According to card payment solutions provider Dojo: “Buy now, pay later has also contributed significantly to customers buying more than they usually would, like ordering different sizes and colours, without the concern of money leaving their bank account. Aggregated, this can cause mass returns, costing brands more money to process.”

Significant drivers behind increased return rates for fashion retailers are ill-fitting clothing and inaccurate product images, but investments in sizing technology can help prevent this.