My-Wardrobe has launched My-Dressing Room, a new service extension for its customers which enables them to order, take delivery of and try on garments before paying for or returning them. Mass market credit based cataloguers have provided this type of service for many years but this is believed to a first in the higher end fashion sector. The business’ CEO said that he believes that My-Wardrobe customers will spend more and will be inclined to order a garment in two sizes and retain the one that fits rather than order one, try it and find it doesn’t fit and return without ordering another size. Delivery will be free with a 1pm cut off for same day-evening service. Some competitors have expressed concern that My-Wardrobe will simply find that its level of returns will increase and that it is exposing itself to a increased risk of fraud. However the business, which was bought out of administration just three months ago, is clearly seeking to differentiate itself from others and accepts that returns are a fact of life in fashion.
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