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Why Online Returns are Causing Fashion Brands to Create More Content
Categories: Week in Review

Returns make up more than $351 billion dollars in lost sales. Among the culprits for this insane dollar figure is a lack of uniformity in sizing standards across brands. This leaves people guessing as to whether they should be buying that fabulous new shoe they saw online in a size 9 or size 10.

To provide greater consumer reference, brands like Good American are giving website visitors the ability to “change fit model” to see varying body dimensions and how they’re aligned to sizes. This approach has great potential to result in reduced online returns, but what’s the cost of executing this strategy? Creatives will need to shoot more variations (‘looks’) of a SKU.

Learn more about how creatives can shoot more looks and manage the demand for content creation.

 

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