As e-commerce grows, so do the returns, especially in the fashion industry. On average, 22 per cent of the garments are sent back, according to a study from the University of Gothenburg. According to Michael Browne, professor of Industrial and Financial Economics & Logistics and one of the authors of the study, few consumers know what is happening with the returns.

- When the customer returns the return they often think it is a very simple process but what we could see is the route the clothes in many cases take a very long way, says Michael Browne.

"Of course it has consequences"

Clothing ordered from Swedish-based companies can travel hundreds of miles when returned. It is not uncommon for a return first to be returned to the dealer who in turn forwards the package to, for example, Poland or even Asia. There, the garment is checked and repackaged before being sent back to the dealer in Sweden who can only then resell the garment.

- Of course, it has consequences for the environment with carbon dioxide emissions and the energy used in transport and so on, says Michael Browne.

Small changes are needed

Customers who shop online tend to order more clothes than they plan to keep. This may be due to uncertainty about fit, size or which color suits you best. Michael Browne says that small changes such as better information about the garments can make a big difference and reduce the number of returns.

- It is very important how the images on the web pages look. That the color, the material and the shape of the pictures are consistent with reality and better size guides are needed.