Case Study: The Gap
The Gap was one of the earliest brick-and-mortar clothing stores to succeed online, and its site has become a model for other clothing manufacturers to follow.
Returns are a major issue in online garment sales. The gap made it very easy for customers to return items without any hassles, and the level of abuse has been low.
The fashion industry is also trend- and style-driven; and the company has been innovative in developing logic to identify shoppers' tastes and habits, and to use e-mail marketing effectively to inform customers of new merchandise that might suit their tastes.
EN: These case studies went into granular detail, often about entirely unremarkable practices. I have documented only the unique or unusual details.