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Amazon to end ‘try before you buy’ service

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January 20, 2025

It’s not that many years ago that e-tailers were introducing ‘try before you buy’ as a way to sell more fashion, but the e-commerce world has change a lot post-pandemic and now Amazon has said it’s phasing out its ‘try before you buy’ scheme.

Reuters

The benefit has been available to Prime subscribers who could order multiple items without having to worry about paying upfront for pieces they’d ultimately return. They could order up to six items and keep them for up to seven days before returning any they didn’t want.

So why has Amazon changed its approach? The company said the option was only available for “a limited number of items” and that its customers are “increasingly using our new AI-powered features like virtual try-on, personalised size recommendations, review highlights, and improved size charts to make sure they find the right fit”.

E-tailers have been tightening their online returns policies in recent years. Since the boom days just before and during the pandemic, fashion e-commecre has had a tough time and the high level of returns is one area they’ve turned their attention to. Their stricter approach has put try before you buy in the firing line. 

But as Amazon said, AI advances have also made virtual try on (VTO) an increasingly popular option for customers.

Aviram Ganor, general manager, EMEA at fraud management and risk intelligence platform Riskified, told FashionNetwork.com that the trend is definitely moving away from try before you buy: “Amazon’s decision represents part of a broader trend of re-evaluation of return policies across the retail sector as businesses tackle challenges such as return fraud and policy abuse. Rising return rates and operational costs have led many businesses to see more traditional, generous approaches to returns as unsustainable, with abuse of returns policies alone costing global retailers $30billion in 2023, according to Riskified research.

“Creating more restrictive returns policies, though, is a double edged sword: while it can mitigate fraud, it also risks alienating loyal customers and eroding brand loyalty. It’s therefore critical that businesses are able to navigate these challenges and combat fraud without punishing those customers who follow the rules. In order to do this, retailers should look at a third way, such as using AI-powered systems to tailor returns policies at the individual level by analysing customer behaviour and transaction patterns. This allows retailers to precisely target fraudulent activity without penalising loyal, trustworthy shoppers. With fraud becoming more sophisticated through tools like generative AI and more widely across the Dark Web, a targeted and personalised approach to fraud prevention reduces fraud-related losses, strengthens customer loyalty, and ensures a more sustainable and profitable returns process.”

Copyright © 2025 FashionNetwork.com All rights reserved.



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Fashion

Arnault says LVMH has no plan to relocate after remarks draw ire

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Bloomberg

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January 31, 2025

LVMH has no plans to relocate the luxury conglomerate, said Bernard Arnault, its billionaire chief executive officer, after remarks he made critical of France drew a backlash at home.

Bernard Arnault – ph DM

“I’ve obviously never said we would relocate the LVMH group,” Arnault said in a post on the company’s X account Friday. When he voiced discontent with France at an earnings presentation on Tuesday he only wanted to sound an alarm over tax measures that he deems will be “counter productive,” he added.

“What I said is that the tax measures that are being considered are an incentive to relocate, since they’re a tax on Made in France,” he said.

Arnault said on Tuesday that plans to raise corporate taxes in France are “a great idea to encourage people to relocate,” contrasting the atmosphere in his native country to the optimism he sees in the US following Donald Trump’s election as president. 

“There’s a different mood” between the two countries, the billionaire told reporters on the sidelines of LVMH’s annual results, at one point comparing his return to France to a cold shower. 

In an interview on RTL radio Friday, Sophie Binet, leader of the French union CGT, likened comments like Arnault’s to a sign that “the rats are leaving the ship.”

Arnault, in his post on Friday, said LVMH is “proud to employ directly and indirectly some 200,000 people in France.” 
 



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Iceberg Jeans is back under creative director James Long

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Ansa

Translated by

Nicola Mira

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January 31, 2025

Iceberg Jeans, the iconic streetwear line by Italian label Iceberg, is back. Under creative director James Long, the Iceberg Jeans line embodies a vibrant state of mind: fun, inclusive, contemporary, and accessible. Besides denim, the new collection includes outerwear, knitwear, tailored items, casual wear and accessories.

Iceberg Jeans

“I’ve always wanted to give Iceberg Jeans a new lease of life,” said Long, the creative director at Iceberg. “The brand has a unique energy, and like everything that Iceberg represents, it’s always about looking to the future with optimism. I love these designs, and I hope that others too will appreciate them and make them part of their everyday lives.”

Iceberg Jeans debuted in 1986, soon emerging as a bold brand bringing Italian design, with its mix of playfulness and wearability, to the world. Its success was fuelled by word of mouth, and by campaigns that have become pop culture icons, featuring celebrities such as Lil’ Kim and Paris Hilton. The new collection refreshes the positive essence of Iceberg Jeans’s heritage while looking to the future. The Iceberg Jeans Fall 2025 collection will be available at selected wholesale partners, Iceberg stores and online from June 2025.

Copyright © 2025 ANSA. All rights reserved.



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Paris Haute Couture Week celebrates young designers with Peet Dullaert and London-based Miss Sohee

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Nicola Mira

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January 31, 2025

Experimentation and innovation were the name of the game on the last day of Paris Haute Couture Week. Emerging couturiers took centre stage on Thursday, like Peet Dullaert, 35, from the Netherlands, and Miss Sohee, 28, from Korea. The latter staged her maiden couture week show, as a guest on the event’s official calendar. Dullaert and Miss Sohee unveiled Spring/Summer 2025 collections characterised by contrasting styles.

Peet Dullaert, Spring/Summer 2025 – ©Launchmetrics/spotlight

Dullaert, a Paris-based Dutch designer, showed for the first time at Paris Haute Couture Week exactly a year ago. In his third Parisian show, he juxtaposed glamourous looks with more everyday ones, like the suits and trousers sets or the black tweed maxi coat, worn back-to-front with the cuffs, pockets and buttons at the rear, which could morph into an evening dress if needed.

Dullaert’s couture looks were made from bodysuits and playsuits in tight stretch fabric, on which he added long, sheer flared skirts decorated with geometric patterns embroidered with gems, or made with swathes of silk draped directly on the body, giving the models real freedom of movement. The feeling of freedom was heightened by the use of a wrinkled high-performance fabric developed by the label.

Other looks were covered with thin tassels lined with sequins, or with crystals, with draped white and black tulle, taffeta and other glimmering silks. Dullaert’s looks were characterised by flowing volumes and silhouettes, but he didn’t shy away from intervening decisively in the garments’ construction, for example baring a shoulder or cutting his dresses with long slits along the legs.

The couture show by Miss Sohee, real name Sohee Park, was eagerly awaited. The London-based Korean designer showed twice before in Paris, and was a hit on the Milanese runways in February 2022, backed by Dolce & Gabbana. She pulled out all the stops in Paris, immersing her guests in a magical universe where eras and bold silhouettes mixed spectacularly, showcased inside the gilded halls and under the majestic chandeliers of the Pozzo di Borgo palace.
 

Miss Sohee, Spring/Summer 2025 – ©Launchmetrics/spotlight

Miss Sohee’s ladies seemed to be ready for a grand ball with their shimmering, vibrantly coloured crinoline dresses, satin sheath dresses glittering with pearls, and statement coats whose long trains were ornamented with embroidered bucolic scenes, like a golden peacock or floral branches, rich in crystals and sequins. Looks worthy of the Venice Carnival.
 
Botticelli’s Venus seemed to have inspired Miss Sohee, scallops and seashells being among the key elements in her collection. A large shell rose like a fan at the back of a corset which extended into a long, faded-pink silk skirt. Elsewhere, shells encased the hips in two short bustier dresses in python and crocodile-effect leather, or added length to a bustier entirely decorated with gems that was sewn onto a tulle top dotted with mother-of-pearl drops.
 
Shells embroidered in small patterns featured on a silk duchesse dress, and more shells in silver pleated fabric turned into a micro hooded jacket over a Fantômas-style black velvet jumpsuit, with a double row of white pearls draped around the waist.
 
Nothing seemed too precious and extravagant for Miss Sohee’s ladies, who also wore more contemporary outfits consisting of lace jumpsuits, miniskirts and laced thigh-high boots. Park founded her label in 2020, after studying at Central Saint Martins in London, and her customers include scores of celebrities, among them names like Cardi B. and Bella Hadid.
 

Copyright © 2025 FashionNetwork.com All rights reserved.



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