Birchbox is a high end beauty e-tailer which dispatches samples to subscribers for a monthly fee. We consider their innovative product service system in the light of changing definitions of luxury and fluctuating consumer trends.

Nearly 50% of people return clothes bought online, for reasons from the wrong fit to not liking the colour. But what if you could experience owning things without having to buy them first? The GU Fitting service in Japan lets people try an outfit for a day before paying for it.

Returning clothes is expensive for retailers and irritating for customers. Up to 50% of clothes bought online are returned, which costs companies millions in handling and postage. Offline, retailers have been experiencing growing numbers of 'wardrobers' - shoppers who buy, wear and return clothes.

Buying clothes online is great. Until you find out they don’t fit and the nearest post office is miles away. Not the case with Jeansonline.com though, who’ll leave a courier waiting outside while you decide if you want to keep your new purchase, or return it on the spot.