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The bit that struck me is that they're asking brides to buy wedding dresses without trying them on first. I guess that Zappos has proven that free return shipping is a viable clothing model, but I'm not sure how well it's going to work for wedding dresses.

Don't brides go back for 3 more fittings after they pick the dress, including one just a few days before the wedding? I wonder how this fits in.

(Maybe a local tailor solves this problem though).

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