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And brand trust seems to be generated more by human rather than AI support: an overwhelming 76 per cent of Millennials say they prefer human assistance online over a chatbot. New Look performs well, H&M sizing issues dominate The online fashion industry is predicted to reach £36.2 billion by 2030: 63 per cent of the market compared to today’s 21 per cent, but purely online retailers don’t fare as well in the Adoreboard Fashion Retail Barometer rankings. Asos is rated below beleaguered high street chain New Look and BooHoo comes in eighth out of the 10 fashion retail brands analysed.

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