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Some years ago, designers and brands figured out that the smaller the size that fits, the more likely a shopper is to buy it, explains JoAndrea Hoegg , a professor of marketing and behavioral science at the University of British Columbia

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With its impeccable craftsmanship and attention to detail, the Jovani Velvet Mermaid Gown is a statement piece that will undoubtedly leave a lasting impression, making it a stellar choice for a memorable wedding celebration