Fashion
Buying clothes online means trusting a seller you cannot try on, so fit, returns and whether your order arrives as described matter a great deal to most shoppers.
Fashion companies
1,200 companies
About Fashion
Online fashion retail in the United Kingdom covers clothing, footwear, bags, jewellery and accessories sold to consumers through websites and mobile apps. The sector ranges from large multi-brand platforms carrying hundreds of labels to high street chains with an online arm and independent designers selling direct from their own sites. Many businesses also sell through third-party marketplaces, social media storefronts and subscription or rental services.
Companies reach customers through paid search and social advertising, influencer partnerships, email marketing and increasingly through marketplace listings that put their products alongside rivals. Delivery, click-and-collect and free returns have become central to how these businesses compete, and their logistics networks shape the customer experience as much as the products themselves.
Online fashion sales in the UK are governed by consumer protection law, including the Consumer Rights Act 2015 and the Consumer Contracts Regulations, which set out rights to refunds and returns for goods bought at a distance. The Advertising Standards Authority regulates fashion advertising and the Competition and Markets Authority oversees pricing and fair trading, while the Textile Recycling Association and the British Fashion Council represent wider industry interests.
Questions about Fashion
How do I know if an online fashion retailer is legitimate?
Check that the website lists a full business name, a registered address and a company registration number, which should match an entry on Companies House. Look for a clear returns policy, a working contact route and a payment page that begins with https and shows a padlock icon in the browser address bar.
What should I compare before buying from a fashion site?
Compare the returns window, who pays return postage and whether refunds go back to the original payment method. Check delivery times and costs, the sizing guide and whether the site states the seller's identity for marketplace items.
Is an online clothing retailer required to show its prices including VAT?
Under the Consumer Protection from Unfair Trading Regulations 2008 and the Price Marking Order 2004, traders must display the total price including VAT and any delivery charges that apply. The total must be shown before you commit to buying, not added at the final checkout stage.
Do I have the right to cancel an online clothing order?
Under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013, most online purchases carry a 14-day cancellation period that starts from the day the goods arrive. The retailer must have told you about this right before you paid, and if it did not, the period can extend to 12 months.
Can I return clothing I have worn or washed?
Under the 14-day cancellation right, the goods must be returned in the condition you received them, so items that have been worn, washed or damaged may be refused or partially refunded. Trying an item on in the way you would in a shop does not reduce your right to return it.
Who pays for return postage on an online fashion order?
If you cancel under the 14-day right, the retailer's terms may require you to pay return costs, but only if it told you that before you bought. If the item is faulty or not as described, the retailer must cover the cost of returning it under the Consumer Rights Act 2015.
What are my rights if clothing arrives faulty or not as described?
The Consumer Rights Act 2015 requires goods to be of satisfactory quality, fit for purpose and as described. For the first 30 days you can reject the item and receive a full refund, and after that the retailer may repair or replace it before you move to a partial refund.
How do I make a complaint to an online clothing company?
Contact the retailer in writing, set out what went wrong, what you want done and a reasonable deadline for a response. Keep copies of your order confirmation, messages and photographs of any fault.
What should I do if a fashion retailer does not respond to my complaint?
If the retailer is a member of an approved body, you can refer the dispute to that body's alternative dispute resolution scheme. If you paid by credit card for an item costing between £100 and £30,000, you may also make a claim under section 75 of the Consumer Credit Act 1974 against your card provider.
Which regulators and schemes cover online fashion shopping in the UK?
The Competition and Markets Authority enforces consumer law and the Digital Markets, Competition and Consumers Act 2024 for online traders. The Advertising Standards Authority covers advertising claims, and Trading Standards at local councils enforce consumer protection law, while the Information Commissioner's Office regulates how personal data is handled.
Is my payment protected when I buy clothing online?
Payments made by debit or credit card are covered by the chargeback process, which lets your card provider reclaim money if goods are not delivered or are faulty. Paying by PayPal or another accredited payment service also gives you a buyer protection route through that provider's own dispute process.
What should I look for in reviews of online fashion companies?
Look for reviews that describe specific orders, delivery dates, sizing and how returns or refunds were handled, rather than general praise or abuse. Check whether the reviews cover a range of months, and whether the company has replied to complaints in a way that addresses the actual problem.