image from loft.com
i think customer reviews are super important especially for this gal over here who does a lot of online shopping. usually there are random way out there reviews, which is to be expected, but for the most part, customer reviews really give you a much better idea on the fit and quality when shopping online.
i realize that loft just started reviews this week, but if they want to know how to really do it, they should check out anthropologie.com. anthropologie hands down has the most helpful reviews. their site also gives customers the option to post pictures of themselves in the clothes, which i think is most helpful. the pictures of models or mannequins are often photoshopped to death plus not all of us are blessed with the body of a model. the pictures that are posted in the review section are normal people, usually taking quick cell phone pics in the fitting room. even though they're not super high quality pictures, you get a way better idea on how an item is going to fit on a real body.