Core Viewpoint - Uniqlo has announced a change in its return policy, effective May 1, which will no longer allow online purchases to be returned in physical stores, leading to consumer dissatisfaction and potential impacts on brand loyalty and sales [1][5][6]. Summary by Sections Return Policy Changes - Starting May 1, all online orders will not be eligible for in-store returns, requiring customers to return items via designated online addresses [1][5]. - The previous return policy allowed for in-store returns, which was a significant advantage for consumers who preferred the convenience of returning items without shipping costs [1][2]. Consumer Reactions - Consumers have expressed dissatisfaction with the new policy, highlighting that it diminishes the convenience of shopping through the Uniqlo app, which previously offered a seamless return process [1][2]. - A long-time customer noted that the lack of shipping insurance for returns on the app could deter future purchases, as customers would have to bear the return shipping costs themselves [2][5]. Industry Context - The change aligns with a broader trend among fast fashion brands, where online purchases typically cannot be returned in physical stores, as seen with competitors like H&M and ZARA [6][7]. - Experts suggest that differentiating return policies by sales channels can help brands manage inventory and streamline operations, but it may also affect consumer trust and brand perception [6][7]. Operational Implications - The new policy may reduce the workload for store employees, who previously managed complex return processes for online orders, but it could also lead to a decline in customer satisfaction and brand loyalty [7][8]. - Analysts believe that the impact on profitability may be minimal, but the change could significantly affect consumer perceptions of the brand's service quality [7][8].