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It allows customers to test various products and discover their personal preferences.<br><br>Many online retailers are utilizing the mystery box model to attract customers and increase brand awareness. It is also used to clear surplus inventory and collect customer information. In the fashion industry, for example HEAT, the UK startup HEAT has won the hearts and minds of Gen Z shoppers through its luxury mystery boxes. These mystery boxes feature premium designer clothes from brands such as Alexander McQueen and Off-White. Maisie Wilen and JW Andersen are also included.<br><br>Mystery boxes are a fun and exciting shopping experience however, not everyone wants to keep the items they receive. It's important that buyers have the option to trade or resell unwanted products. 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