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Identity
Claimed Business
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AI Review Summary
Based on recent customer reviews, Identity presents a sharply polarised customer experience. In-store staff at specific branches earn enthusiastic praise for warmth and personalised service, with named employees frequently celebrated. However, this is overshadowed by persistent complaints about account mismanagement, aggressive debt collection, unresponsive online support, failed deliveries, and adversarial refund processes. The accounts and billing experience is a significant liability, dragging overall perception down considerably.
Top Strengths:
- •Customer Service & Support: Individual in-store staff are frequently praised by name for warmth, patience, and going the extra mile. Branches like Eloff Street, Mall of the South, and The Glen consistently deliver positive shopping experiences.
Service Quality Ratings
MetricScoreIndustry AvgBest in Class
Performance(last 12 months):
TrustIndex
0
Score
Ranking
#13
in Fashion & Clothing
NPS Score
-32
Recommended: Unlikely
Review Distribution
2.5|112 Reviews
May '25 - Apr '26
5(37%)
4(0%)
3(0%)
2(2.8%)
1(60.2%)
5(37%)
4(0%)
3(0%)
2(2.8%)
1(60.2%)
Recent reviews (112)
Used this business recently? Share your experience to help others decide.
Used this business recently? Share your experience to help others decide.
Share Your ExperienceKG
KIARA G
1 reviews | Active since Jan 2020
12 Mar 2026, 13:04
Disgusting Refund Service from Identity customer care
I am extremely disappointed with the service I received from Identity regarding a refund that is still not reflecting in my bank account. Yesterday I contacted Identity customer service to enquire about my refund. The consultant clearly told me that the refund had already been processed and that it should reflect immediately in my bank account. I was advised to check with my bank. Today I contacted my bank and they confirmed that they have not received any refund notification or transaction from Identity. I then called Identity again and another consultant told me that refunds actually take 7–10 business days to process, which completely contradicts what I was told the day before. When I asked for proof of payment so that I could provide it to my bank, the consultant had the audacity to question why I would need proof of payment. This is a completely reasonable request and should be standard when a refund has supposedly been processed. The lack of consistent information and the dismissive attitude from customer service is extremely unprofessional. At this point I expect: • Written confirmation that my refund has been processed • Proof of payment for the refund • The refund to reflect in my bank account urgently If this matter is not resolved immediately, I will escalate the complaint further through the relevant consumer protection authorities. Very disappointed with the way this matter has been handled.
Helpful (0)
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KIARA G
1 reviews | Active since Jan 2020
12 Mar 2026, 13:04
Disgusting Refund Service from Identity customer care
I am extremely disappointed with the service I received from Identity regarding a refund that is still not reflecting in my bank account. Yesterday I contacted Identity customer service to enquire about my refund. The consultant clearly told me that the refund had already been processed and that it should reflect immediately in my bank account. I was advised to check with my bank. Today I contacted my bank and they confirmed that they have not received any refund notification or transaction from Identity. I then called Identity again and another consultant told me that refunds actually take 7–10 business days to process, which completely contradicts what I was told the day before. When I asked for proof of payment so that I could provide it to my bank, the consultant had the audacity to question why I would need proof of payment. This is a completely reasonable request and should be standard when a refund has supposedly been processed. The lack of consistent information and the dismissive attitude from customer service is extremely unprofessional. At this point I expect: • Written confirmation that my refund has been processed • Proof of payment for the refund • The refund to reflect in my bank account urgently If this matter is not resolved immediately, I will escalate the complaint further through the relevant consumer protection authorities. Very disappointed with the way this matter has been handled.
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Replies (0)LM
Lucia M
1 reviews | Active since Jan 2020
5 Mar 2026, 08:21
I regret opening Identity account
I have settled their account last year September 2025 Already but there is a company that calls me everyday asking me to settle the account. My last payment was done in store and I owe nothing according to my knowledge. It looks like I was handed over to two different collectors I have set up a debit order with the Vericred but now daily credit solutions demands payment. I don’t know what to do anymore! These people bother me every single day I have to explain one thing to different people in that collection company! I called Identity and they told me I owe nothing on their side I even checked online today it says I owe nothing.who can help me get out of this misery. Daily credit solutions demands a paid up letter but I cannot get hold of anyone at vericred
Helpful (0)
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Lucia M
1 reviews | Active since Jan 2020
5 Mar 2026, 08:21
I regret opening Identity account
I have settled their account last year September 2025 Already but there is a company that calls me everyday asking me to settle the account. My last payment was done in store and I owe nothing according to my knowledge. It looks like I was handed over to two different collectors I have set up a debit order with the Vericred but now daily credit solutions demands payment. I don’t know what to do anymore! These people bother me every single day I have to explain one thing to different people in that collection company! I called Identity and they told me I owe nothing on their side I even checked online today it says I owe nothing.who can help me get out of this misery. Daily credit solutions demands a paid up letter but I cannot get hold of anyone at vericred
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Lauren R
1 reviews | Active since Jan 2020
27 Feb 2026, 18:42
Can I have my refund
Placed an order 28 Jan. Only received my order on 13 Feb. I was told 1 of the items is no longer avaliable and that I will be refunded. I'm still waiting for my refund. Instead I got 2 emails to call them even when I asked both times that they email me. Not sure why I'm not getting my refund.
Helpful (0)
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Lauren R
1 reviews | Active since Jan 2020
27 Feb 2026, 18:42
Can I have my refund
Placed an order 28 Jan. Only received my order on 13 Feb. I was told 1 of the items is no longer avaliable and that I will be refunded. I'm still waiting for my refund. Instead I got 2 emails to call them even when I asked both times that they email me. Not sure why I'm not getting my refund.
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Replies (0)AC
AC C
1 reviews | Active since Jan 2020
26 Feb 2026, 16:46
Great customer service from a Call Centre Agent - Thanks Mawethu!
I had to sort something out on my Identity account, and was helped by Mawethu. Not only was he very professional, but also very knowledgeable and friendly. Customer service with a big smile in his voice. Thank you Mawethu!
Helpful (0)
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AC C
1 reviews | Active since Jan 2020
26 Feb 2026, 16:46
Great customer service from a Call Centre Agent - Thanks Mawethu!
I had to sort something out on my Identity account, and was helped by Mawethu. Not only was he very professional, but also very knowledgeable and friendly. Customer service with a big smile in his voice. Thank you Mawethu!
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Musa Z
1 reviews | Active since Jan 2020
10 Feb 2026, 09:09
identity sucks!
identity sucks!!!, i returned an item till now i have not been refunded, i sent an email i was ignored but that doesn't surprise me no one cares or assist until they see the matter has resolved itself then they will respond, Identity suck, customer service is horrible how can i close my account???
Helpful (0)
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Musa Z
1 reviews | Active since Jan 2020
10 Feb 2026, 09:09
identity sucks!
identity sucks!!!, i returned an item till now i have not been refunded, i sent an email i was ignored but that doesn't surprise me no one cares or assist until they see the matter has resolved itself then they will respond, Identity suck, customer service is horrible how can i close my account???
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Replies (0)KK
Kayla K
1 reviews | Active since Jan 2020
9 Feb 2026, 12:08
Excellent Customer Service
Identity Cosmo Mall – Manager & Staff I would like to say thank you to all the staff working at the store. You are truly well-trained when it comes to customer service. Your service is excellent , keep up the good work. Thank you for being so patient when I was returning my belt. I give you 5 stars! ⭐⭐⭐⭐⭐
Helpful (0)
|Replies (0)KK
Kayla K
1 reviews | Active since Jan 2020
9 Feb 2026, 12:08
Excellent Customer Service
Identity Cosmo Mall – Manager & Staff I would like to say thank you to all the staff working at the store. You are truly well-trained when it comes to customer service. Your service is excellent , keep up the good work. Thank you for being so patient when I was returning my belt. I give you 5 stars! ⭐⭐⭐⭐⭐
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