Almost 60% of Americans aged 18 to 34 and 55% of those aged 35 to 54 say they consider the cost per wear of clothing before they buy it, a new poll from Ipsos found.
I suspect it has to do with the social media videos that have proliferated of people calculating the cost per wear of everything in their closet, and if the price is therefore a good deal. To figure it out, you divide the cost of the item by how many times you’ve worn it. You could also add upkeep expenses (like dry cleaning or tailoring) to the cost, if you find a certain piece requires a lot of additional input.
“Cost per wear has mostly been the language of retail and fashion insiders,” Ipsos’s press release reads. “Today, younger consumers are adopting this metric as their own for judging value.”
This has a few uses: It can help you decide what not to buy in the future (if your cost of wear for a particular item is really high, chances are you do not reach for it much and can therefore forego purchasing items like it in the future); help you understand what is a worthwhile purchase; remind you what items in your closet you should wear more; let you know when it is time to donate something you never wear.
Truthfully, I couldn’t really care less about cost per wear. It doesn’t feel like something I really need to spend my time worrying about. I look for good-to-me deals on the clothing and accessories I want or need, and I occasionally splurge on standout items. For the former, I’m probably not splurging all that much, and for the latter, saving money isn’t my object.
But it’s an interesting change in consumer behavior nonetheless. Lindsey has been thinking more about cost per wear as she uses the Indyx app to catalog her wardrobe. The app allows you to sort your clothing by that metric.
“Considering cost per wear discourages unnecessary spending and impulsive buys because it raises the standard for what makes it into your closet,” Indyx’s blog reads. “When you consider how often you’ll actually wear an item and have a mental checklist for what makes it into your closet, you’re less likely to impulsively buy something that just looks cute.”
Another interesting datapoint from the poll: Far more young people say they research the material, construction, or quality of clothing before they buy it than older folks.
Again, I suspect this has to do with social media—there are a lot of accounts that analyze clothing quality and hype up clothing made from 100% natural material, rather than synthetics. It may have made younger people more aware that clothing companies are trying to get away with selling synthetic clothing at ridiculous prices.
“Everywhere you look online, quality-focused fashion influencers are promoting dupes, teaching how to spot value and sustainability, and sometimes scolding designer brands for not living up to higher standards,” Ipsos’s press release reads.
What about you? Is cost per wear something you consider, or do you base your clothing purchases on other metrics?
More from The Purse:
Alicia Adamczyk
Lindsey Stanberry
