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  • Would people be more likely to buy things if they could borrow them first?
  • Would people be more likely to buy things if they could borrow them first?
    RW Sinclair, Creative Commons (2010) ©
CASE STUDY

GU Fitting: borrow a bag before you buy

Nearly 50% of people return clothes bought online, for reasons from the wrong fit to not liking the colour. But what if you could experience owning things without having to buy them first? The GU Fitting service in Japan lets people try an outfit for a day before paying for it.