By contrast, online retailer Lands' End will pay for the shipping on a replacement order, but if you don't want to replace the item, it won't refund your original purchase.

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Some banks also treat lost or stolen goods using the same procedures as in-store credit card fraud, requiring retailers to replace a missing item or face a transaction dispute.

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He now takes responsibility for every item Patagonia has ever made promising either to replace it if the customer is dissatisfied, repair it (for a reasonable fee), help resell it (Patagonia facilitates exchanges of used clothes on its website), or recycle it when at last it's no longer wearable.

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