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“People like to buy the same thing over and over again,” Stephanie Tuttle, a principal in Oliver Wyman’s retail and consumer goods practice, told Racked. She and Jeremy Sporn, a partner in the global management consulting firm, studied 1,500 US apparel and footwear shoppers to discover what motivated them to shop, the decisions they made while shopping, and how they felt afterward. Fifty-seven percent of these shoppers were women,

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