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  "documentTitle": "Solving fashion’s product returns",
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  "authorName": "Roland Berger",
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  "notes": "Figure 20: The target state of minimised returns and target outcomes",
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      "text": "Returns are limited to unavoidable returns, which are immediately returned to be sold so that no rejects take place.",
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      "text": "Insights from the consumer survey, industry interviews and literature review have generated two target outcomes for the UK fashion industry stakeholders to minimise the impact of fashion returns: by (1) mitigating returns at the point of sale before they occur; and (2) handling returns more efficiently when they do occur. Combined, the achievement of these target outcomes would represent the actualisation of a “minimised returns” target state, wherein returns only occur in the most unavoidable circumstances and are efficiently re-entered back into the fashion supply chain to be sold. Furthermore, when returns occur, the returns handling process is optimised to have a lower environmental impact.\n\nAchievement of this target state requires significant change to material flows, industry operations, and consumer practices across the UK fashion value chain and ecosystem. For change of this scale to take place, stakeholders from across the fashion supply chain must take unified action. Each stakeholder has their own responsibility to act. Although sustainability awareness among consumers is rising, brands and retailers have the responsibility to educate consumers on the burdens of returns, equipping consumers with the information necessary to make appropriate behavioural changes. Consumers also have a part to play in acting in a sustainable manner. Additionally, industry stakeholders must utilise new technologies and collaborate with innovative partners to create modern solutions that support the target state. Meanwhile, the government should set a regulatory framework for all stakeholders. An overview of key industry stakeholders can be found in the illustration on the next page.",
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