Made-to-measure clothing can be a tough proposition for online sellers. Customers have to provide their own measurements, which may not be as accurate as those a tailor makes before building a suit. Plus, measurements don’t always give the full picture for a perfect fit, with things like the circumference of a sleeve often inferred from other sizing measurements.

But men’s dress shirt seller Proper Cloth harnesses customer feedback data to make sure customers are satisfied. The company offers various incentives for customers’ opinions, including store credit, asking for details about fit and feel…

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