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60 Modelling virtual size, style and fit conversion tools in online fashion retailing Sophie Miell, University of Manchester Dr Delia Vazquez, University of Manchester Dr Simeon Gill, University of Manchester Introduction The value of the online fashion industry is expected to reach $19.6 trillion by 2019, and despite late adoption to online channels, clothing is now the most frequently purchased product category online (Euro monitor 2014, Mintel 2015a). A proliferation in tablet and mobile browsing has sparked a new generation of digitally habitual consumers (Mintel 2015b), who use multiple channels to gather information to evaluate alternatives through the decision-making process (Balasubramanian, Raghunathan, & Mahajan, 2005; Berry et al., 2010; Cho & Workman, 2011; González-Benito, Martos-Partal, & San, 2015; Rangaswamy & Van Bruggen, 2005). Such