I’ve always been obsessed with fabrics. I’ve always started my shopping by first touching the fabric, checking how it feels against my skin and does it feel luxurious. Yes, I am some sort of a fabric snob. And I don’t care about logos, but I care about quality.
Unfortunately, I’ve noticed that very often womenswear collections are of far worse quality than menswear ones. I was shocked and annoyed first, but then I realised a few things that totally make sense for a regular high street business. A mass female customer does not care about quality. Why? For a mass female customer shopping is like hobby and a way of spending free time. “Shopping is my cardio” became a lifestyle. This kind of customer goes shopping even a few times per week, browses through new collections, exchanges opinions on currents trends, looks for a certain style for the next party and does not care what kind of fabric is used as very often she is not going to wear it again. So the rules are simple, it needs to be trendy and cheap. And actually cheap is a key word here.
How are fashion businesses meeting those expectations? By using cheap fabrics that doesn’t need to last a lifetime. A female customer wants to have lots of clothes for different occasions and she doesn’t want to spend a fortune. And sometimes the fact that something got destroyed after washing is a great opportunity to go shopping again!
At the same time, a typical male customer does everything to avoid doing shopping on a regular basis. He prefers to spend more rather than to buy something cheap and being forced to shop again. That is why, menswear collections are often more expensive but at the same time they are created from much better quality fabrics. The clothes need to last and that’s the way of getting a loyal customer in a male world of fashion. For womenswear, a regular customer is more important.
However, if you care about quality and you want to start shopping more resposibly, I am going to start Fashionista Guide to Fabrics to help you recognise the good quality materials and why it is better to invest in them rather than wasting money on cheap clothes.