Helping to fix my clothing conundrum
When my maternity leave came to what seemed like a very quick end, I began to mentally prepare myself to return to the working world. This meant no more yoga pants, getting eight hours of sleep, and coordinating my head-to-toe outfits each night…I wish! What this really meant was adjusting my body to function on no sleep and figuring out how I can look presentable after realizing…I have no clothes!
All my pre-baby clothes were no longer flattering, functional, or comfortable. I know what I’m looking for when buying clothes, but struggle in putting the outfits together, and I’m not alone. While women are more apt to pair an outfit together than men – nearly two-thirds** of women have bought pieces to make an outfit in the same purchase – close to a quarter (24 percent)*** agree they don’t know how to coordinate their outfits. And who has the time to coordinate these comfortable yet trendy outfits? This is where the personalization aspect comes into play and the internet is helping make this an affordable option.
There are lots of possibilities available for those of us who want (a.k.a. need) the help. Close to a quarter of women (23 percent)*** said they would definitely/probably try an online clothing service that personalizes to their style. Then you have about a third of women (31 percent)*** that said they are not sure, but something tells me once they try it they may be hooked…I’m a prime example of that. Subscription type services like StitchFix, Wantable Style Edit, and Trunk Club for Women are becoming increasingly prevalent. I have personally tried two of these subscription sites recently and both exceeded my expectations. They allowed me to express what I was looking for without having to do the searching myself. Net/Net…they took a personal interest in helping to fix my clothing conundrum.
Since 2010, online apparel dollar sales have grown from 11 percent to 18 percent in 2015*. But when you compare apparel to other fashion categories like accessories and footwear, which capture nearly a quarter of total online sales, there is still room to grow. Though these subscription-type sites are still very new, they are changing how consumers shop and retailers (large and small) are taking note. Fit finders, shopping by outfit, or simply offering free shipping and free returns are just a few ways that make shopping for complete outfits online easier. And sometimes just a little help goes a long way.
Personally, I welcome the idea of having someone else style me, even if that means filling out a fashion survey at 2AM while also rocking my baby back to sleep…at least I’ll look put together!
*Source: The NPD Group, Inc. /
Consumer Tracking Service- 12ME December 2015
**Source: The NPD Group, Inc. / Omnibus February 2016
***Source: The NPD Group, Inc. / Omnibus April 2016
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