n Singles’ Day, the Ralph Lauren flagship store on Taobao saw a frenzy of shoppers. Thousands of people added items to their carts, including sweaters priced at over $200 USD. Even socks sold out in the last hour of the event. At first, the store celebrated reaching 1.6 billion yuan in sales, confident about its top-selling status. But reality soon set in when a staggering 95% of those orders were returned. It turned out the brand had unknowingly become a tool for shoppers exploiting bulk discount deals.
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