Purpose – The purpose of this paper is twofold: first, to empirically test whether a “one size fits all” strategy fits the fashion e-commerce business and second, to evaluate whether consumer returns are a central aspect of the creation of profitability and, if so, to discuss the role of...

Purpose – The main purpose of this study is to increase the understanding of consumer behaviour with respect to (r)e‐tail borrowing, performed under different (more or less generous) delivery and return policies. Design/methodology/approach – The study was designed as a randomised...