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More detail on what clothes feel like could make life easier for shoppers – and save retailers money

By Cathrine Jansson-Boyd, Professor of Consumer Psychology, Anglia Ruskin University

Clothing is one of the top categories in online sales worldwide, with expected revenues of more than US$920 billion (£702 billion) this year. And for clothing businesses, like many others, online retail opens the door to a wider customer base.

While there are clear benefits to selling clothing online, many businesses find their return rates are high. This can be as much as one…

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