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  "documentTitle": "Solving fashion’s product returns",
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      "text": "This report has listed several short, medium and long-term measures that industry stakeholders could adopt. However, as the manifestation and finer points of how these measures are rolled out can vary widely, the report's exemplary business case will focus on the most concrete and achievable measures on a company-level that address the main driver of fashion returns: size and fit. This business case considers two sizing advice measures for illustration: the use of sizing calculators and virtual avatars.",
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      "text": "While the need to reduce returns or make them more sustainable is clear, what has been less clear for many fashion companies is the business case for doing so. Ultimately, understanding the commercial and financial implications of adopting various measures is critical to ensure widescale buy-in into the viability of the proposed measures.",
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      "text": "To illustrate the benefits of these sizing measures, two scenarios are presented for a fashion company with £1 billion revenue per year, stocking about 20,000 SKUs, and average selling prices of £12 for online and £14 for offline. Scenario 1 depicts a company more geared towards online operations, with 70% of its revenue coming from e-commerce and 30% coming from offline channels, while Scenario 2 depicts the reverse i.e., 70% of revenue coming from offline channels and 30% from online channels. The results can be extrapolated to further understand potential upsides for a pureplay online business.",
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      "text": "The adoption of sizing calculators is a particularly quick win for many fashion companies today due to the existence of strong technology solutions providers that are already serving several fashion retailers. Virtual avatars are a slightly longer-term play, as they are not yet as widely available and established as sizing calculators. Therefore, while companies facing huge returns issues may now invest in sizing calculators as a quick win solution, they could later replace sizing calculators with virtual avatars when the technology becomes more established, scalable, and accepted by consumers.",
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      "text": "Credit: Helen Kirkum",
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