There is no doubt that today’s consumers are increasingly demanding and fickle to boot. They’re not altogether loyal. Now, they want to try on products in the comfort of their home and easily ship back what they don’t want. You’d better not charge them for shipping or returns — and forget about charging them for an item until they decide they want to keep it.

Retailers that have learned to navigate this — Stitch Fix, MM.LaFleur and Trunk Club among them — have seen success. All signs point that more will follow.

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