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Inclusion and inspiration: What women actually want

The way we buy clothes has been changing. Traffic has been shifting from physical retail, to e-commerce, to social media – seeing clothes on real women. Each of these platforms has its own benefits and drawbacks in terms of fit, style and convenience. Physical retail is great for fit but not that convenient, and style cues are limited to a few outfits on display. E-commerce is convenient but fashion has the highest rate of returns in the format, due to poor fit, and style support is limited. M