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  "documentTitle": "Solving fashion’s product returns",
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  "authorName": "Roland Berger",
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      "text": "Incorrect sizing or fit, product quality not meeting expectations, bracketing, and misleading online product display were the top reasons given for returns.",
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      "text": "Incorrect sizing or fit, product quality not meeting expectations, bracketing, and misleading online product display were the top reasons given for returns. Wrong size or fit was the most voted returns reason by an overwhelming majority (93%) of respondents who had returned online purchases. This was followed by product quality not meeting expectations (81%), bracketing, and incorrect online product display or description.",
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      "text": "Stricter returns policy or levy appears to be a greater incentive to change returns behaviour than environmental messaging. Measures geared towards introducing monetary costs or gains were deemed more effective ways of changing returns behaviours than implementing environmental or time-cost messaging, with returns charges specified as a deterrent by 56% of online shoppers.",
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      "text": "Millennials and Generation Z tend to have a higher propensity for online returns. Millennials and Generation Z showed a higher share of high intensity returners (36% and 32% respectively), versus 20% for Over 41s.",
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      "text": "Detailed product descriptions, size calculators, and 360 degree product views were considered as the most helpful features to avoid returns. Detailed product description was the most voted solution for helping avoid returns by 75% of online shoppers. This was closely followed by size calculators based on body measurements (72%) and 360 degree product views (71%).",
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      "text": "Womenswear was the most frequently returned online product category. Women's clothing was the most frequently returned item, with 39% of high intensity online shoppers reporting returning the product category.",
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      "text": "Most respondents would be willing to share their data for a digital avatar to try on products virtually. 74% of Millennials and 64% of Generation Z expressed a greater willingness to share information such as body measurements with brands and retailers to build a digital avatar for virtual fitting. This was more so than Over 41s, of which only 56% expressed that they were willing to share data.",
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      "text": "return rate: 93%",
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      "kind": "source-note",
      "text": "Credit: Bora Aksu",
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