Over a year ago we announced the "Ratings J-Curve", analyzing the distribution of product ratings across our set of retail clients. 80% of reviews were positive, an average rating of 4.3 out of 5. Over a year later, and now over 100 clients across 12 industries, that hasn't changed. Apparel manufacturers and retailers were slower to adopt Bazaarvoice Ratings and Reviews than other retailers, in large part due to fear of negative reviews. We saw some early data with our first apparel clients that was encouraging, but not enough to assert a trend. Now that we have over 10 clients in the apparel category we analyzed the data in aggregate. There is a pleasant J-curve surprise when we segment product rating data by apparel manufacturers and retailers… Apparel reviews are even more positive than the retail average. 87% of reviews are positive at an average rating of 4.5 out of 5. Further, for most of these apparel clients we see strong review volume. apparel_jcurve.jpg This supports the hypothesis that people want to share positive feedback on their purchases. Customers are especially proud of smart apparel decisions, perhaps because it exhibits smart decision about style and is an extension of themselves. Regardless, it's another data point that ratings and reviews for apparel retailers and manufacturers is a positive move, in more ways than one!

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  • http://mindbites.com Jason Reneau

    H Sam, Interestng post and seems to confrm my gut feel that most 5 pont ratng systems seem to average out as 4’s consstently. But, f the goal of a ratng system s to effectvely mrror the experence of a relevant sample of consumers, wouldn’t ths postve bas suggest that ratngs are less useful for consumers? What explans the lack of desre to gve feedback for consumers wth moderate or bad opnons? Is there a way to ncent more bad revews and avod the old problem that unsatsfed customers tend to vote wth ther feet?

  • http://mindbites.com Jason Reneau

    H Sam, Interestng post and seems to confrm my gut feel that most 5 pont ratng systems seem to average out as 4’s consstently. But, f the goal of a ratng system s to effectvely mrror the experence of a relevant sample of consumers, wouldn’t ths postve bas suggest that ratngs are less useful for consumers? What explans the lack of desre to gve feedback for consumers wth moderate or bad opnons? Is there a way to ncent more bad revews and avod the old problem that unsatsfed customers tend to vote wth ther feet?