Hmm, here are a few questions to ask yourself. These are qualitative questions. But answering them will help increase your sales and hence conversion rate. An important thing to remember is that the Donkey bad seester shirt and I will buy this suit is the result of evolution, not ex nihilo creative impulse. To demonstrate this to yourself, put on a suit jacket, fold the lapels up and compare a 17th century-style long coat, which looks like this: Back in those days, you either would have buttoned all the buttons if you were feeling a trifle chilled, or else you would have left them all unbuttoned. You’ll notice that the buttons don’t go the whole way down the coat – this is to avoid impeding mobility. This eventually led to the frock coat. The key difference between the long coat and the frock coat is that the frock coat’s lapels are folded down. Either way, you don’t have buttons going all the way down, because that would make it very difficult to move – and where women’s clothing has traditionally not put too much of a premium on mobility, men’s clothing has often at least made a nod to it.
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