Thinking of buying a new pair of jeans? Breaking down the cost over time might help you decide

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Jake Welch, a 36-year-old brand director from Erda, Utah, has a unique approach to his wardrobe selection. He meticulously records the price and frequency of wearing each of his 200 clothing items (excluding socks and underwear) on a spreadsheet, which he updates nightly. His aim is to evaluate the cost-per-wear of each item to determine if it’s worth the investment.

When Welch started this practice 12 years ago, many thought it was an odd habit. However, with the continued issue of inflation, others are beginning to understand his method. Rather than focusing solely on cheap items, Welch emphasizes the value of purchases over their lifespan, a mindset that seems increasingly relevant.

“I was actually onto something versus being a little looney,” Welch stated last month, reflecting his satisfaction with his approach.

Retailers are also noticing this shift in consumer mentality. Companies like Old Navy, Kohl’s, and American Eagle are emphasizing durability and versatility in their marketing strategies. These retailers offer promotions and products that align with the cost-per-wear mindset, like Old Navy’s full refund policy for uniforms that don’t last a year.

This way of thinking is further reflected in the choice of buying a $200 classic sweater over a $40 dress that might be worn less frequently. Shoppers are not only considering the value but also environmental factors, choosing clothes that won’t quickly end up in a landfill.

However, cost-per-wear calculations may not be applicable to all consumers. Those with tighter budgets may prioritize price over quality. Fast-fashion brands like Temu and Shein, known for low prices, are still thriving.

But a backlash against cheap clothing is growing. Retailers are seeing a rise in average order value as shoppers focus on quality and versatility. The trend towards value over mere cheapness is gaining momentum.

According to Circana’s Retail Tracking Service, higher-priced items are growing faster than lower-priced ones. There is a shift in the market towards quality, though this doesn’t always mean a higher price tag is justified.

Still, cost-per-wear doesn’t account for changing preferences, weight fluctuations, or the timeliness of fashion items. Neil Saunders, managing director of GlobalData Retail, notes these complexities.

Welch’s approach, focusing on neutral colors and items that work across seasons, has helped him navigate inflation and differentiate needs from wants. He maintains a specific cost-per-wear target, like the athletic shorts he has worn 434 times, reducing the cost to 50 cents per wear.

Retailers like Kohl’s are tailoring their marketing to show how items can be versatile. Welch’s wife has also shifted her focus to quality over fast fashion, though she hasn’t adopted her husband’s spreadsheets.

Welch also finds joy in the economics of clothing for his two daughters, seeing additional savings in reusing dresses. His unique method of managing his wardrobe emphasizes a growing trend of mindful spending, focusing on long-term value rather than mere price, a movement that seems poised to shape the future of retail.

Follow Anne D’Innocenzio on Twitter for more: http://twitter.com/ADInnocenzio.

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More about fokus keyword: cost-per-wear

• Understanding Cost-Per-Wear
• GlobalData Retail
• Old Navy’s Return Policies
• Sustainable Fashion Choices
• Circana’s Retail Tracking Service (Note: Link to Circana’s Retail Tracking Service may require access to a specific database or organization’s proprietary information.)
• Twitter Profile of Anne D’Innocenzio