Purchasing clothes for an extravagant occasion, tucking in the labels, and returning them to the store the following day has for quite a long time been the technique of thrifty customers. Today, individuals are doing it only for the ‘gram.
As indicated by a survey commissioned by credit card company Barclaycard, almost one out of 10 UK customers (9%) confess to purchasing dress just to snap a picture via web-based networking media. After the “outfit of the day” makes it on the web, they return it back to the store.
The review of 2,002 grown-ups demonstrated that customers matured 35-44 are the well on the way to do this, and men dwarfed ladies. (That being stated, the overview discards young people, a monstrous statistic for Instagram).
As indicated by Barclaycard, the presentation of “attempt before you purchase” approaches at online retailers—where individuals pay for attire they requested online after they’ve attempted it on at home—could be adding to this pattern.
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But the rise of social media has meant that everyone, not just celebrities, is expected to maintain and curate a personal brand. Since we’re constantly documenting our lives and posting them online for public judgement, getting caught in the same outfit more than once—which many see as a faux pas—is almost unavoidable. And the cost of all those #ootd’s adds up, making returns an understandable tactic.
There are brands that tailor specifically to the Instagram shopper, like the uber-popular Fashion Nova. “These are clothes made for social media: meant to be worn once, maybe twice, photographed, and discarded,” Allison P. Davis wrote in her deep-dive about the companyin The Cut. Another favorite of the Instagram age is Rent the Runway, which embraces the return philosophy, and lets customers rent designer clothing for a fee.
Some, however, are moving in the opposite direction. Pieces embracing “work uniforms” have proliferated in recent years, aiming to liberate women from the tyranny of outfit decisions. The concept of the “capsule wardrobe”—which calls for investing in a small number of high-quality pieces instead of lots of trendy, discardable clothes—is also making a comeback. Environmentalists have also raised the issue of the landfill waste created by returns. And then there’s fashion icon Kate Middleton, the Duchess of Cambridge, whose every outfit sells out in seconds, but who frequently wears the same outfit twice (as did former US first lady Michelle Obama, another trendsetter).