Julie was initially very happy with the way the shoes had sold, but unfortunately over the next month 41 pairs (20%) of the shoes were returned. Alarmed, Julie kept a tally chart of the reasons given for the returns.

Colour ran at first wearing 2
Don't like them 2
Heel fell off 7
Lining disintegrated 8
Odd sizes in a box 4
Too tight 3
Trim fell off 12
Wrong colour for outfit 3

It became clear to Julie that something was seriously wrong with this new line.