Becoco. Be Confident.

today's fashion e-commerce industry is in urgent need of relevant personalisation that allows consumers to make more educated and sustainable choices when buying clothes. the way that products are currently being suggested to customers is based on trends, latest catwalks or what celebrities/influencers wear. no one seems to take into consideration whether these products actually suit and flatter the consumer on an individual basis. as a result every second online purchase is being returned in the uk (the rate goes up to 70% in germany). the associated costs of handling returns have been quantified to be £20bn per year for uk retailers alone; that equates to the gdp of estonia. as online fashion shopping is forecast to increase further, so will the return rates and associated costs. besides hurting retailers and consumers, this also has a damaging environmental impact contributing to additional waste, ever increasing landfills and unsustainable working conditions in garment factories: f