Abstract
Online apparel industry is suffering from a major issue of return, with a high rate of return for apparels that are sold online it becomes necessary to investigate the probable reasons of return in online apparel industry. The objective of the study is to develop a multi-criterion approach for evaluation of various factors that are responsible for the return of apparels purchased online in context of India. A total of 34 factors were identified through literature review and discussion with experienced experts from the fashion domain. In this study, best–worst method has been employed to prioritize and rank the factors for online return more effectively. Sensitivity analysis has been carried out to check the robustness of the proposed model of the study. The findings of the study show that fit and size variation, defects, found a better product (wisdom of purchase), wrong product delivery, lenient return policy and value for money were identified as crucial factors for online apparel return. The present study provides valuable research implications which can be used for retail policy improvements and also to online selling strategy.
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