Primark is accelerating its American growth trajectory, announcing the opening of two additional locations this July. The retailer will debut its seventh Texas storefront at Houston’s Willowbrook Mall on July 16, followed by its inaugural entry into the Indiana market at Indianapolis’s Castleton Square Mall on July 23. These upcoming launches, each spanning nearly 30,000 sq ft of retail space, bring the company’s total US store count to 44. This rapid roll-out follows the retailer's recent high-profile launch of a 54,000-sq-ft flagship in New York City’s Herald Square, signaling a move toward both high-density urban flagships and strategic regional expansion.

Value-driven retail in a competitive landscape

The retailer's US expansion is built on a ‘store-led’ model that prioritizes physical experiences to drive brand awareness in a highly competitive market. By maintaining price-sensitive offerings - such as denim starting at $12 and T-shirts at $5 - Primark is positioning itself as a primary destination for inflation-conscious consumers seeking fashion without compromise. Primark’s offering of quality fashion at exceptional value is more important than ever to today’s consumers, noted Kevin Tulip, President, Primark US. While the company utilizes digital platforms to build engagement and provide product visibility, it intentionally keeps its US sites non-transactional, compelling shoppers to visit physical locations to finalize purchases. This disciplined approach to bricks-and-mortar retail has been instrumental in growing the brand's presence across 13 states since its US debut in 2015.

Primark is an international value-fashion retailer founded in Ireland in 1969. It operates over 480 stores across 19 countries, offering apparel, beauty, and homeware. The company is currently scaling its U.S. presence, aiming for 60 stores by the end of 2026, supported by strong global profitability and sustained brand momentum.

Taiwan’s textile manufacturers are aggressively shifting from basic recycled content toward sophisticated, circular material systems to address tightening global sustainability regulations. By emphasizing mono-material designs and textile-to-textile recycling, the nation’s mills are attempting to solve the industry’s long-standing challenge of complex, multi-fiber garment disposal. This technical evolution is best exemplified by Everest Textile’s latest breakthrough: a fully polyester-based, three-layer material that integrates 100 per cent Global Recycled Standard (GRS) polyester with an eco-friendly rTPEE membrane. Having recently secured the Outstanding Innovation Technology Award at the 2026 Taiwan Circular Economy Awards, this innovation demonstrates how manufacturers are reducing greenhouse gas emissions by up to 70 per cent compared to traditional petroleum-based synthetic alternatives.

Industrial cross-pollination and resource efficiency

The industry’s strategy extends beyond mere fabric production, favoring interdisciplinary material migration to maximize resource efficiency. Leading firms are now upcycling textile waste into high-performance resins for the electronics sector, while simultaneously importing precision optical film expertise to create solvent-free, functional membranes for activewear. We are moving beyond simple performance-led innovation toward responsible functionality, explains a lead researcher at the Taiwan Textile Federation. By converting agricultural byproducts - such as oyster shells and fish scales - into functional yarns, suppliers are curbing dependence on virgin synthetics. These developments align with the European Union’s upcoming Digital Product Passport (DPP) requirements, positioning Taiwanese suppliers as essential partners for global brands struggling to meet mandatory traceability and carbon-accountability standards.

Taiwan’s textile sector is a highly specialized ecosystem focused on high-performance functional textiles, polymer engineering, and sustainable manufacturing. Key markets include high-end sportswear, outdoor apparel, and industrial safety sectors. Growth plans prioritize circularity, mono-material engineering, and digital supply chain integration, supported by a long-standing foundation of advanced technical R&D.

Thailand's textile and apparel (T&A) sector is navigating a period of structural recalibration, with recent data revealing a nuanced divergence between upstream production and finished apparel. While aggregate export values for the sector reached US$1.84 billion in Q1, FY26 – a marginal 1.1 per cent Y-o-Y increase. 

Internal performance metrics highlight contrasting fortunes.

Textile exports, specifically fiber and fabric shipments,recorded a growth of 6.37 per cent to US$1.139 billion, underscoring Thailand's enduring strength as a reliable supplier of high-quality intermediary inputs. Conversely, the finished garment segment experienced a contraction of 6.43 per cent, falling to US$701 million as global apparel demand remained suppressed by persistent inflationary pressures in key Western markets.

Strategic integration into regional manufacturing

The industry's current trajectory reflects a deliberate transition toward high-value, processed textile inputs rather than reliance on basic raw material volume. Thai manufacturers are increasingly optimizing their role as a critical downstream hub for regional supply chains, a shift validated by the rising share of imported fabrics intended for value-added conversion. Their ability to provide consistent craftsmanship and compliance-ready manufacturing helps keep them competitive despite the global slowdown in mass-market fashion, notes a regional industry analyst. This stability is boosted by Thailand's mature infrastructure and its ability to offer smaller, flexible development cycles that larger, low-cost manufacturing hubs struggle to accommodate. As the country looks toward H2, FY26, the focus remains on leveraging regional trade corridors and nearshoring advantages to offset softening external demand.

Eyeing long-term export stability with value-added production

The Thai textile and apparel sector is a mature, export-oriented manufacturing hub specializing in high-quality fabrics, technical textiles, and precision garment finishing. It serves major markets including the US, EU, and Japan. The industry currently prioritizes value-added production, sustainability, and regional supply chain integration to achieve long-term export stability.

Swedish retail giant H&M is signaling a definitive departure from aggressive physical expansion, opting instead for a disciplined portfolio optimization strategy that favors long-term profitability over total store count.

According to the company’s six-month report for FY26, the group operated roughly 3 per cent fewer stores in the Q2, FY26 compared to the previous year, with a net reduction of 128 locations over the past twelve months. This contraction is not indicative of corporate decline but represents a calculated effort to enhance productivity per square foot. By shuttering underperforming assets and reallocating capital toward high-potential markets and digital infrastructure, the retailer has successfully improved its operating margin to 12 per cent - a notable 160 basis point increase from the prior year.

Inventory management and digital integration

The retailer's financial performance in mid-2026 highlights the success of its ‘leaner’ operational model. Despite a 1 per cent decline in net sales in local currencies, H&M achieved significant margin gains by reducing inventory levels and curbing markdown activity. Daniel Ervér, CEO notes, while tighter inventory control occasionally hampered demand fulfillment, the long-term objective remains a more responsive, data-driven supply chain. The brand is reducing organizational complexity to move decision-making closer to the customer, states Ervér, emphasizing the integration of digital tools and AI-driven forecasting. This shift enables the company to maintain high-quality product availability while avoiding the excess stock that previously eroded retail margins. Looking toward H2 FY26, the group is intensifying investments in its digital ecosystem, ensuring that its physical and online channels function as a unified, high-efficiency network.

Accessible fashion with sustainable profitability

H&M Group is a multinational fashion retailer operating a diverse portfolio of brands, including H&M, COS, and ARKET. With a global network of over 4,000 stores, the group focuses on providing accessible fashion while transitioning toward omnichannel growth and sustainable profitability, supported by a 35-year legacy of retail innovation.

Formerly known as Saks Global, Exemplar Luxury Group (ELG) officially exited Chapter 11 bankruptcy, marking a significant transition for the American retail conglomerate. Formed in 2024 through the high-profile merger of Saks Fifth Avenue, Neiman Marcus, and Bergdorf Goodman, the company entered bankruptcy protection this past January under the weight of substantial debt incurred during its acquisition phase. The finalized reorganization plan has successfully reduced the company’s funded debt by approximately 75 per cent, from $3.4 billion down to roughly $1.2 billion, providing a more stable foundation for its future operations under the ownership of its senior lenders.

Streamlining footprint and inventory

As a part of its operational overhaul, the group has drastically reduced its physical footprint, shutting down a large portion of its off-price Saks Off 5^th and Last Call locations to concentrate capital on its most profitable premium storefronts. ELG now operates 49 flagship locations - 15 Saks Fifth Avenue stores, 33 Neiman Marcus stores, and one Bergdorf Goodman flagship. This ‘right-sizing’ strategy is designed to prioritize full-price selling and personalized luxury experiences, aiming to mitigate the commodity-level price fatigue that previously eroded margins. The company aims to unite coveted brands with unrivaled customer experiences to drive growth for the broader luxury ecosystem, states Geoffroy van Raemdonck, CEO following the court’s approval.

Navigating a competitive retail landscape

The company now faces the critical challenge of winning back high-end consumers who migrated to competitors like Nordstrom or direct-to-consumer boutiques during its financial instability. With a growth target of 7 per cent in annual revenue through 2030, ELG intends to leverage its extensive customer data to curate personalized product assortments. However, analysts warn, success depends on more than just balance-sheet repair. Industry experts note, the organization must effectively prove its value proposition in a market where top luxury houses increasingly prioritize their own proprietary retail channels, potentially limiting the availability of exclusive inventory for traditional department store networks.

Targeting turnaround with operational efficiency

Exemplar Luxury Group (formerly Saks Global) is a multi-brand luxury retail entity managing iconic banners including Saks Fifth Avenue, Neiman Marcus, and Bergdorf Goodman. Focused on full-price, experiential retail for the affluent US market, the firm is currently executing a turnaround strategy centered on operational efficiency and sustainable growth.

The PM MITRA Mega Textile Park in Virudhunagar, Tamil Nadu, has reached a significant operational milestone, securing committed investments of Rs 2,192 crore from 23 anchor investors ahead of its projected 2027 completion. Finalized through the Special Purpose Vehicle (SPV) board, this early capital influx signals a robust institutional confidence in the park's ‘plug-and-play’ infrastructure model. By consolidating the entire textile value chain - from spinning and weaving to high-end processing and garment manufacturing - the facility is engineered to mitigate the logistical inefficiencies that have traditionally hampered domestic export competitiveness.

Infrastructure as a competitive lever

Beyond land allotment, the project is rapidly advancing its utility framework to meet international sustainability standards. With nearly Rs 550 crore in infrastructure works currently under execution, the site is being equipped with a 15 MLD Zero Liquid Discharge (ZLD) common effluent treatment plant and a 20 MW solar power facility. This focus on sustainable processing is a strategic move to attract global brands that demand verified environmental compliance. The park’s design creates a frictionless environment for both MSMEs and large-scale integrated units to scale operations, notes a senior ministry official, highlighting how the proximity to the Tuticorin port will further reduce lead times for export-oriented apparel shipments.

Driving regional exports

The Virudhunagar PM MITRA Park is a flagship 1,052-acre integrated facility in Tamil Nadu designed to centralize spinning, weaving, processing, and garment production. It aims to drive regional exports, attract large-scale textile FDI, and generate 15,000 jobs. Currently under construction, it represents a key pillar of India’s 2030 textile manufacturing roadmap.

India’s preeminent knitwear manufacturing cluster, Tiruppur, has raised its performance trajectory by establishing an ambitious export baseline, targeting an expansion to $11.5 billion by 2030. To mitigate the historical vulnerability associated with cotton price volatility and shifting global buyer preferences, the cluster is executing a structural transition toward a balanced manufacturing mix. The updated strategy mandates that man-made fibers (MMF) and blended fabrics comprise 50 per cent of total regional garment production. This material diversification allows local manufacturers to capture higher-margin segments in the technical textile and global athleisure markets, which currently dominate international consumer demand.

Policy synchronization and supply chain interventions

The realization of this multi-billion-dollar export mandate is heavily contingent upon large-scale infrastructure deployment and central policy support. During recent bilateral stakeholder consultations, the Union Ministry of Textiles committed to accelerating the development of the 1,052-acre PM MITRA Mega Textile Park at Virudhunagar, which serves as a vital processing hub for the regional supply chain. The integration of integrated spinning, green processing, and advanced machinery modernization schemes will fundamentally enhance our cost competitiveness, noted KM Subramanian, President, Tiruppur Exporters’ Association. Key challenges, such as logistics costs and tariff uncertainties in Western markets, are being offset by the imminent implementation of new Free Trade Agreements (FTAs) alongside a dedicated state allocation of Rs 1,250 crore for industrial worker housing.

Prioritizing technical textile innovation

The Tiruppur industrial cluster is India's premier knitwear manufacturing hub, commanding nearly 60 per cent of the nation’s total knitwear export volume. Operating for over five decades, the cluster generates direct employment for more than one million personnel. Its modern operational roadmap prioritizes large-scale sustainable processing and technical textile innovation to achieve its long-term financial targets. 

As Scoop International prepares to return to London’s Olympia National from  July 19–21, 2026, the exhibition is reinforcing its position as a vanguard for the slow-fashion movement. Under the direction of Karen Radley, Founder and Creative Director, this edition moves decisively away from the high-volume procurement cycles that have historically dominated the trade show landscape. By curating a select cohort of international designers, Scoop is responding to a structural shift in the retail sector where buyers are increasingly prioritizing craftsmanship, ethical transparency, and narrative-driven collections over mass-market replenishment.

Strategic alignment with global consumer values

The industry-wide move toward ‘purpose-driven’ inventory reflects a significant recalibration of the consumer trade-off between price and value. Market data indicates, luxury and premium retailers are successfully mitigating the recent global slowdown in discretionary spending by de-emphasizing aggressive promotions in favor of high-value, small-batch offerings. Buyers today are not merely sourcing inventory; they are scouting for distinct stories that resonate with a more discerning, conscious clientele, notes Radley. This sentiment is supported by broader industry trends in 2026, where brands integrating traceability and sustainable material innovation are experiencing higher engagement from top-tier department stores such as Harrods and Galeries Lafayette.

 Elevating material intelligence

The upcoming showcase highlights how independent brands are successfully navigating supply chain volatility. For instance, designers entering the UK market are increasingly adopting circular production models - such as utilizing bio-based textiles and artisanal heritage techniques - to ensure long-term viability. By fostering a professional environment focused on ‘real conversation’ rather than purely transactional volume, Scoop facilitates the necessary high-level connections between emerging labels and established global retailers. This approach ensures that exhibitors move beyond the risk of commoditization, securing a premium competitive advantage that aligns with the evolving demands of the 2026 retail ecosystem.

Supporting market expansion for emerging labels

Scoop International is a premier London-based fashion trade show founded in 2011. It specializes in premium womenswear, accessories, and lifestyle goods for department stores and independent retailers. The show supports market expansion for emerging labels, maintaining a robust profile as an exclusive hub for seasonal retail trends and innovation.

Modern retail has changed the role of the physical store. Once viewed primarily as a point of sale or inventory distribution hub, the storefront is now being redesigned as a sophisticated behavioural engine aimed at influencing purchasing decisions and maximizing profitability.

As e-commerce matures and consumers move seamlessly between online and offline channels, leading retailers are discovering that physical stores remain among their most valuable commercial assets, not because of what they sell directly, but because of how they shape consumer behaviour. What has led to this evolution is the rapid rise of click-and-collect services that are being transformed from simple fulfilment tools into strategic mechanisms for driving additional spending.

Few companies exemplify this shift better than Inditex, the parent company of Zara. The retailer continues to outperform many global apparel competitors through a combination of digital integration, supply-chain agility and carefully engineered store environments. In the first quarter of fiscal 2026, Inditex reported sales growth of 5.8 per cent to €8.7 billion while maintaining a gross margin above 61 per cent. Early second-quarter trading showed sales growth exceeding 11 per cent in constant currency, underscoring the effectiveness of its integrated online-to-offline retail strategy.

Designing the journey

The click-and-collect experience begins online, but its commercial value depends on what happens inside the store. So far, pickup counters were positioned near entrances to allow customers to retrieve purchases and leave quickly. Today's leading retailers are taking a different approach. Collection points are frequently located deeper within stores, requiring customers to navigate through key merchandise zones before reaching their order. This design philosophy reflects a change in retail thinking.

The objective is straightforward: increase exposure to new products and stimulate unplanned purchases. By extending the customer's path through the store, retailers create additional opportunities for visual engagement, product discovery and impulse buying. Behavioural economists often describe consumer decision-making through two systems of thinking. One is deliberate, analytical and rational; the other is fast, emotional and instinctive. Store layouts increasingly aim to shift customers from the former to the latter by surrounding them with sensory cues before they complete their intended task.

A shopper who enters solely to collect a prepaid order frequently encounters new arrivals, seasonal collections or premium merchandise during the journey. What begins as a logistical transaction can evolve into a significantly larger purchase.

The power of minimalism

Modern flagship stores are also becoming noticeably quieter and more restrained. Many retailers have removed aggressive promotional signage, discount banners and visual clutter from their premium locations. Instead, they rely on minimalist interiors, neutral colour palettes and gallery-inspired lighting to create an environment that elevates product perception. This approach serves an important commercial purpose.

In an environment filled with promotional messaging, consumers tend to enter comparison mode, actively evaluating value and searching for deals. Minimalist store design seeks to reduce those distractions and focus attention directly on the merchandise.

The result is a shopping environment where products become the primary visual stimulus. Retailers benefit from stronger full-price sell-through rates because customers spend less time evaluating competing price signals and more time engaging with the product itself. For fashion retailers in particular, where margins depend heavily on minimizing markdowns, the strategy can have a significant impact on profitability.

Stores that learn

Behind the sleek aesthetics lies an increasingly sophisticated layer of technology. Many global retailers now use RFID-enabled inventory systems that track merchandise movement throughout the store in real time. Unlike traditional inventory management tools that only capture transactions at checkout, RFID systems generate continuous data about how products move through the retail environment.

This information gives insights into customer behaviour at a granular level. Retailers can identify which product categories attract attention, which areas generate the highest engagement and which items reach fitting rooms but fail to convert into sales. The implications extend beyond inventory management.

Store layouts can be adjusted based on real-world behavioural data. Product displays, fixtures and merchandise placement can be modified rapidly to improve conversion rates, much like digital retailers optimize website layouts through continuous testing. Physical retail spaces are increasingly behaving like dynamic digital platforms, evolving in response to live consumer interaction.

Scarcity as a sales driver

Another critical element of the model is the use of scarcity. Zara's operating system is built around rapid product turnover and limited production runs. The company introduces thousands of new designs annually and replenishes stores at a pace few competitors can match.

This speed creates a sense of urgency among shoppers. Consumers understand that a product available today may not be available tomorrow. The psychological impact is significant. Traditional retail often allows customers to postpone purchases while waiting for promotions or comparing alternatives. Scarcity lessens that decision window and encourages immediate action.

For retailers, faster purchasing decisions translate into fewer markdowns, healthier inventory turnover and stronger margins.

One size does not fit all

While behavioural retail strategies have proven effective in fast-fashion environments, industry experts caution against applying them universally. Different retail categories require different customer mindsets.

Premium brands such as Massimo Dutti emphasize personalization and slower-paced customer engagement. Grocery chains often prioritize discovery, convenience and human interaction. Meanwhile, sectors such as luxury watches, consumer electronics and healthcare products depend heavily on trust, comparison and informed decision-making.

In these categories, reducing information or accelerating decisions may undermine customer confidence rather than increase sales. The lesson for retailers is not to replicate Zara's model directly but to align store design with the psychology of their target customer.

Closing the loyalty loop

The next phase of this strategy extends beyond purchasing altogether. Across several European markets, Zara has introduced circularity initiatives that encourage customers to return to stores for garment repair, donation and resale-related services. These programmes create additional reasons for shoppers to visit physical locations beyond making purchases.

By positioning these services alongside Click-and-Collect hubs, the retailer effectively creates a recurring traffic loop. Customers returning old garments are immediately exposed to new collections, increasing opportunities for future purchases.

The evolution reflects a broader retail reality. In the omnichannel era, the store is no longer merely a place where transactions occur. It is a behavioural platform designed to influence decisions, deepen engagement and extend customer lifetime value. As digital and physical commerce continue to converge, retailers that master the psychology of space may gain an advantage that extends far beyond traditional merchandising. The future of retail may depend less on what is being sold and more on how the journey to the checkout is engineered.

For over a decade, the fashion sector has invested heavily in virtual fitting rooms, AI-powered size recommendations, and 3D body scanning technologies in an attempt to reduce e-commerce returns. Yet return volumes remain stubbornly high, exposing a deeper structural problem within online fashion retail. A new white paper by IDNTFY.ME highlights the industry’s long-standing assumption that consumers mainly return products because they do not fit is fundamentally incomplete. While size and fit remain contributing factors, the report concludes that behavioral patterns and platform-driven shopping habits have become the dominant forces sustaining reverse logistics at scale.

The numbers reflect how deeply embedded these habits have become. Between 2014 and 2024, the global apparel market expanded from roughly $1.3 trillion to $1.8 trillion, growing at an annually at around 3 per cent. Online apparel sales, however, nearly doubled from $350 billion to close to $700 billion over the same period, pushing e-commerce’s share of total apparel sales from 15 to 30 per cent.

But as digital apparel spending grew, return rates widened sharply. Online fashion returns now average between 20 per cent and 40 per cent, compared to just 8 to 10 per cent in physical retail. What was initially treated as a technological problem it appears to be a behavioral byproduct of frictionless commerce systems engineered to maximize order volume.

Returns become consumption

The strongest evidence emerges from regional and generational shopping behavior. In parts of Western Europe, returns have effectively become embedded into the online purchase journey itself.

Table: Country wise return rates

These figures indicate that returns are no longer exceptional outcomes but normalized components of digital apparel consumption. Consumers increasingly buy with the expectation that a meaningful portion of orders will be sent back. This trend is particularly visible among younger shoppers.

Generation Z shoppers now reportedly return nearly half of everything they purchase online. The behavior is closely associated with ‘bracketing’, where consumers intentionally order multiple sizes, colors, or styles with the pre-planned intention of returning most of the items. The white paper notes that 69 per cent of Gen Z consumers deliberately over-order, effectively turning bedrooms into temporary fitting rooms. Social commerce has further normalized this cycle. Haul videos, ‘get ready with me’ content, and unboxing formats increasingly portray keep or return decisions as part of the entertainment experience surrounding consumption.

Flexible logistics policies reinforce these habits. Over 90 per cent of European shoppers now consider free delivery and free returns to be baseline expectations rather than premium services. As a result, purchasing and returning have merged into one continuous decision-making process.

A different intervention

To test whether behavioral alignment could reduce returns more effectively than technical sizing fixes, IDNTFY conducted a long-term consumer insights programme involving roughly 1,000 women. The company identified a recurring paradox among participants: despite owning full wardrobes, consumers consistently felt they had ‘nothing to wear’. Instead of immediately focusing on measurements or fit algorithms, the programme prioritized broader issues such as wardrobe management, personal style alignment, and deliberate purchasing behavior over a one- to two-year period.

The outcome was striking. Average online return rates within the cohort reportedly fell to just 5 per cent, even though participants still retained access to free or highly flexible return policies. The findings challenge one of fashion e-commerce’s most entrenched assumptions. Returns did not decline because sizing technology became more precise; they declined because consumers made fewer impulsive and mismatched purchases in the first place.

Growth vs efficiency

Despite the enormous operational costs associated with reverse logistics, the industry has struggled to address the issue because returns remain commercially beneficial in the short term. Lenient return policies continue to drive customer acquisition, basket expansion, and conversion rates. In many cases, the additional revenue generated through higher order volumes offsets the immediate costs of handling returned inventory.

This dynamic is gets a boost from investor expectations. Public markets continue to prioritize top-line growth as the dominant measure of performance, encouraging digital retailers to tolerate inefficient return structures as part of broader revenue growth strategies. Internally, the problem is further complicated by fragmented accountability. Return management is often dispersed across logistics, merchandising, customer service, sustainability, and marketing departments, leaving no single function fully responsible for controlling the issue.

At the same time, inconsistent sizing systems and incomplete SKU-level technical data continue to limit the effectiveness of machine learning tools designed to predict return behavior.

The sustainability reckoning

The environmental implications of this model are becoming increasingly difficult for the industry to externalize. The report notes that emissions associated with produced-but-unused garments can exceed the impact of reverse logistics itself, particularly when returned products are never resold and ultimately become waste.

Regulatory changes in Europe are now forcing retailers to internalize these costs. The European Union’s Ecodesign for Sustainable Products Regulation (ESPR), which bans the destruction of unsold and returned apparel, effectively converts excessive returns from an operational inconvenience into a compliance liability.

As a result, brands are beginning to explore prevention-focused strategies rather than relying exclusively on post-purchase logistics optimization. These strategies include cross-functional internal task forces, behavioral checkout prompts, customer segmentation based on return history, and pilot programmes that encourage more intentional purchasing decisions before transactions are completed.

Rebuilding the digital wardrobe

The broader implication of the research is that fashion e-commerce may need to rethink the architecture of digital shopping itself. For years, the industry approached returns as a technical mismatch between garments and body measurements. But the persistence of high return rates despite sophisticated sizing tools suggests the real challenge lies elsewhere in consumer psychology, platform incentives, and the normalization of disposable decision-making.

Companies like IDNTFY.ME are now positioning wardrobe intelligence, behavioral alignment, and long-term purchasing discipline as the next frontier of fashion technology. If regulatory pressure intensifies and logistics costs continue to climb, the future competitive advantage in online apparel retail may no longer come from helping shoppers buy more, but from helping them buy better.