It’s not just clothing that’s difficult to fully assess online. Fresh food, beverages, cars, perfumes, and furniture are all items we want to sense, test, and try out before making the final purchase decision. In other cases — for example, taking out a mortgage or choosing a bottle of wine — we are often looking for guidance in choosing a complex service or product.
Choosing the right suit or dress can be difficult at the best of times. There’s size, fit, price, color, feel, overall look, and a host of other factors that must be considered. It may look great in the online catalog, but how will it wear in practice? The large volumes of online returns faced by most retailers suggest that this is not an easy task.