Apparel shopping on the Web

A study of 63 college students has examined their response to shopping for clothes on the Internet. Consumers can save time and shop outside regular hours by using the Internet. The garment industry needs to use different skills when selling in this way, and the research is useful in helping to design sites to sell apparel. Customer service is especially important for on line consumers, and return policies should be clearly set out. Consumers are more likely to buy if they already have some knowledge of the product.