Analysis of 2 997 Lulus reviews

How can an online fashion destination improve their business?

Picture from a fashion show.
Photo: Modalisboa

Lulus is an online fashion destination that offers clothes, shoes, accessories, and jewelry for women. The company wants to sell sophisticated, chic and modern styles and make your Lulus purchase a representation of affordable luxury.

We wanted to see how customers talk about this modern online fashion store. So we took 2 997 reviews about Lulus posted on TrustPilot and analyzed them with Gavagai Explorer.

Here are 4 things we found interesting!

“Customer service” has a higher grade than the average grade of all topics: 4,36 / 5 compared to 4,13 / 5. The topic was talked about more in 2018 compared to 2019, and the net sentiment for the topic has increased during the same period.

The topic “refund” was talked about more frequently in 2018 compared to 2019. The average grade of the topic is 2,97 / 5, which is lower than the average grade of all topics (4,13). Since 2017, the net sentiment for the topic has increased.  

“Wrong” has an average grade of 3,15 / 5, which is lower than the average grade for all topics (4,13). It was talked about more frequently in 2018 compared to 2019 and the net sentiment has increased since 2018. “Wrong” is often mentioned together with “size”.

“Quality” is the second most talked about topic, mentioned in 28% of the reviews. It has an average grade of 4,59 / 5, which is higher than the average grade for all topics. “Quality” is often mentioned together with “great” and “price”.

What does this mean for Lulus?

From our quick analysis, it seems that customers really appreciate the quality of the clothes sold by Lulus – “Quality” is the second most talked about topic and it appears to be a positive driver for the grade. Customer service is also talked about in a positive way but from 2018 to 2019, the topic decreased in occurrence. 

Some of the important topics that are correlated to a lower grade, such as “refunds” and “wrong”, were talked about more frequently in 2018 compared to 2019. This indicates that it could have been a temporary problem or that the company found a way to solve the dissatisfaction. 

We suggest that Lulus start to track their customer feedback more regularly to stay aware of what their customers think.

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