I’ve long held the belief that for women, shopping for clothing is akin to a sport.
We had a ladies department for two years at one of the stores; to observe the difference in the way men and women shop was a real eye-opener. Generally, guys have a rough idea of what they want, and a desire to achieve their objective as quickly, and with as little hassle as possible.
Maybe it’s a deeply ingrained part of the male hunter/gatherer psyche. Man wants jeans, man hunts jeans, man finds jeans, man buys jeans. Job done!
Our female customers would spend ages making selections, and would then proceed to try a whole rail of items on. Lady would fall in love with one or more items, would look a million dollars, would have the funds with her, but….. She would prefer to then procrastinate for a few hours, a day, or a week, before returning for said items.
Here’s a fundamental difference, although it’s a pretty broad generalisation; women enjoy a drawn-out process, the comparisons, the indecision, getting friend’s opinions, a real thought process, before making buying decisions. Men (again, a generalisation), want a quick-fix, and as soon as enough boxes are ticked (style, fit, price, brand), they’re done.
I could digress here, and draw a smutty analogy about girls enjoying a longer build-up before reaching satisfaction, but I won’t. OK, I just did.
I believe that part of the reason for the difference in habits explains why men tend to be more loyal to brands, and tend to maintain that loyalty for long periods.
Let me explain; our lady shopper is really happy to spend ages sifting through styles, brands, shops and towns to find items she is really satisfied with. Ladies have developed a brilliant knack of combining designer brands with cheap, fast fashion items. Prada with Primark, Hermes with H&M, Missoni with Matalan, you get the idea.
Our more impatient male, on the other hand, has historically used the brand as a reassurance that his selections are OK. A lot of the work’s done for him using this subliminal process. OK, I need a cardigan…. This is an Armani cardigan, therefore it satisfies my needs.
Although the decision-making process for the fairer sex is more complex, and longer (as you’ll know if you ever go shopping together), their decisions are actually smarter. They end up with something they’re really chuffed with, regardless of whether it’s cost £5 or £500. There’s probably even more satisfaction from the £5 purchase.
The girls are smart, and we need to learn from them. I’m not suggesting we all spend 3 days choosing our next pair of socks; we merely need to broaden our horizons, and shop smarter. Nothing beats the buzz of a luxury purchase, but unless we’ve had a bit of luck with the weekly pink ticket, or we’re in receipt of a tax-payer funded banker’s bonus, it makes sense to “mix and match” like the girlies.
Uniqlo, H&M and Primark all have some fabulous pieces, if you’re prepared to do the legwork. I’m not suggesting for a moment that we abandon our penchant for designer brands; it’s just that, if we get in touch with our feminine side, we can look just as good, buy more often and save a fortune.
Below is a little test – which do you think is the designer garment? Click the images to discover!!
No prizes – just a bit of fun.
Well done if you got it right! I think we’ve made a valid point here though…. blokes don’t need to always have the label to get the look. Although saying that, we at BuyMenswear.co.uk are partial to a bit of Smedley!
Men are From Mars, Women are From Primark,