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This is especially true in intimates and basics, but also in fashion, where the aim of 83% of shopping journeys is repeat purchases, and athletic products (87%). Brands should, to some extent, change their mindsets: Success could mean finding consumers that like a product and reselling it to them, and not always trying to reinvent the wheel. The customer, not the product, should come first. Repurchasing of products previously bought could be made easier through promotions on similar items, tailored advertising for new versions, reminders when a product likely needs to be replaced, and even subscription services. To get to know customers better, brands might encourage them to go online during trips to physical stores and to comment on products through apps. Manufacturers can then follow up and encourage repeat purchases.
For the original version including any supplementary images or video, visit https://hbr.org/2018/06/5-surprising-findings-about-how-people-actually-buy-clothes-and-shoes
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