Nowadays, quality in clothing and accessories has undeniably taken precedence over quantity. According to a recent market research survey, a staggering 94 percent of millennials would choose to own one luxury item instead of many items of lesser value. This newer trend of buying less but buying better can be seen in the steep decline of sales across various “fast-fashion” stores like H&M, American Eagle, and Forever 21.
So the question remains, why the change of heart? Why are consumers buying less “cheaply” made clothing and opting for pieces of superior quality? And how does made-to-measure and custom clothing factor into this discussion? Our Philadelphia men’s suit specialists here at Henry A. Davidsen share their thoughts below.
Authenticity (and Image) is Key
The millennial demographic (in particular) is looking beyond the price of their high-cost clothing purchases and instead focusing on an item’s uniqueness, genuineness, and non-mass production. Millennials are looking for authenticity, meaning, and value, and exercising their purchasing power by only buying things they believe in, whether that be a story behind a brand name or ethical production and employment practices. If the message isn’t authentic, you’ll see millennial consumers turn their heads the other way.
If there were a stronger case for the importance of image, we have yet to find it.
Fewer Things Are Better
A couple of years ago, shoppers loved the fact that they could buy many trends per season without breaking the bank. However, many are now looking to have longer-term relationships with their apparel purchases. Today, a wardrobe is an investment, and fewer things that last longer is where the fashion industry is headed.
Consumers are starting to click with the advice we’ve been giving our clients since our inception: price is what you pay today, and cost is what you spend over time. They are also beginning to realize that they are throwing away little bits of money every time they step into a store. Fashion industry experts have even noted that most consumers don’t realize that they can afford fewer better quality apparel items and in the past have automatically gravitated towards outfits that were cheaply made and worn only one time.
This point ties in easily with one of the myriad reasons our clients have opted to have clothes made for them instead of shopping off the rack: these garments are of superior quality and construction, so they last longer than cheaply-made fast-fashion options. Furthermore, they can be designed in such a way to stand the test of time from a style perspective.
High quality paired with timeless, personalized style is a recipe for a successful wardrobe.
Simple food guidelines suggest that we eat healthily and responsibly, staying away from fast-food chains in particular. The same set of rules can be translated for to wardrobe: buy better clothes in smaller quantities and wear them more. In their own unique ways, fast food and fast fashion are bad for you, your wallet, and the environment.
Today, more and more consumers are practicing a more mindful consumption when it comes to buying clothing items. The idea behind mindful consumption is awareness and being fully conscious with all purchases instead of carelessly and impulsively throwing things in your shopping cart. So, the next time you are about to make a clothing purchase consider the following questions:
- How much will I wear this?
- How much of this do I already own?
- How long will it last?
Are you ready to buy less, but buy better and get the most out of your dollar? If so, stop into Henry A. Davidsen to learn more about our wide variety of clothing options and accessories including our custom tailored shirts made right here in our Philadelphia men’s boutique!