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Leon Bailey-Green Managing director of fashion website consultancy The Online Fashion Agency.

Designed exclusively for trend-savvy women with fuller figures, Yours Clothing is a well-designed, easy to navigate site.

The clothes themselves are all modelled by women relevant to the size 14 to 32 audience, which is immediately welcoming to the target consumer. Some products also have catwalk videos using plus-size models, which have become a useful tool for ecommerce sites to demonstrate how a fabric moves. However, Yours could do with improving the lighting on the shoots as they look a little dusty.

Product pages give plenty of recommended items that will encourage customers to add more to their order.

The site succeeds in keeping the customer informed of important messages; the free delivery message is visible above the fold (the area of the website that can be seen without scrolling down), something all online retailers should do as standard, while a clearly visible telephone number is helpful for shoppers who need to talk to someone. For international customers, flags displayed on the front page allow them to choose their country and give them the confidence to shop with prices changing currency accordingly.

Other than improving video and lighting quality, my only criticism would be of the celebrity section within ‘Trends’, which is a little misleading. You may expect celebrity designed or at least inspired outfits, but there are actually no celebrity references.

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