As internet retailing in the apparel and footwear industry continues to grow, online retailers find themselves attempting to compensate for certain trends that can only be achieved by shopping in-store. For example, as it is impossible to try on clothing before buying it online, internet retailers are making it increasingly easier to return and exchange items and are even exploring virtual fitting rooms. Also, as many clothing purchases are emotionally driven, internet retailers are using consumer reviews and social media engagement to push consumers towards certain products. In 2013, 8.3 percent of all sales of clothing and footwear came from internet retail; a number expected to grow as the online channel continues to innovate and connect with consumers.
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