Many men are buying an outfit, doing a selfie and sending it back – at great cost to retailers
Many men are buying an outfit, doing a selfie and sending it back – at great cost to retailers

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New research from Barclaycard shows that ‘outfit of the day’ posts have literally become just that. Almost one in ten UK shoppers reveal that they have bought clothes online (9%) to wear once with the aim of posting a photo to social media and subsequently returning their purchases.

This rises to almost one in five among 35-44 year olds (17%), the biggest percentage of any age group.

Surprisingly, it is men who are more ‘socially self-conscious’ than women – with 12% posting a clothing item on social media and then returning it to an online retailer compared to only 7% of women. It’s not just virtual vanity, one in ten men also say they would feel embarrassed for a friend to see them in the same outfit twice compared to 7% of women.

More men (15%) also admit…