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PENNSYLVANIA - Researchers from the Penn State Smeal College of Business have found that the adoption of mass-customisation business models could help clothing companies sell fewer items but still remain profitable, whilst also reducing the amount of fast fashion garments that ends up in landfill.

The research team explored how inexpensive clothes that are produced quickly, and just as quickly go out of style or tend to rapidly wear out, are mostly likely to be thrown out by consumers with most buying new instead of attempting to repair them. The clothes typically end up in landfill sites.

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