Brits amass 32,000 pounds of unworn clothing in a lifetime

Brits are hoarding tens of thousands pounds worth of clothing that
they’ve never worn, according to new data from True Fit, which reveals that
over a lifetime Brits will amass 32,951 pounds worth of unworn clothing in
their wardrobes.

Based on the habits of 2,000 consumers, the research by data-driven
personalisation platform True Fit, reveals that the average British woman
will amass 22,140 pounds worth of unworn clothing in their wardrobes, while
men accumulate on average 10,811 pounds of garments they will never
wear.

With British women forecast to spend 29.4 billion pounds on clothing
this year alone, according to Mintel, nearly half of UK female shoppers (45
percent) admitted to having bought something online that they have never
worn or have only worn once (44 percent) because of difficulties choosing
items in the right style, fit, and size.

The research adds that the average Brit admits they only wear three
quarters (74 percent) of the clothing in their wardrobes, with size and fit
being the main reason. Shoppers revealed that jeans were the trickiest item
to shop for online due to finding the right style, fit and size with 21
percent of women and 15 percent of men finding it difficult, followed by
trousers (12 percent), boots (5 percent), dresses (4 percent) and heels (4
percent).

Due to the frustration of getting the style and size right 77 percent of
women now say they choose not to purchase clothing online because they are
unsure of which styles suit them best and which size to buy. Half (50
percent) avoid certain retailers because the style, fit, and sizing of
their clothes is unpredictable.

True Fit report reveals that Brits only wear 74 percent of their
wardrobes

Lars Rabe, a business leader and fashion expert at True Fit, said in a
statement: “There is so much disparity in retailers’ sizing – with
consumers’ clothing fluctuating several dress sizes depending on where they
shop, for example – it is leaving many shoppers confused and frustrated
when shopping for fashion online.

“And it’s not just bad for consumer confidence, it’s also bad for the
retailers themselves. Not only might they lose out on sales and erode
customer loyalty, but they may also end up bearing the cost of fulfilling
redundant items and orders – where shoppers order several items of the same
product due to size uncertainty – as well as the cost of returns due to any
combination of ordering items aren’t right for a shopper’s personal taste,
body, or size.”

Romney Evens, chief product and marketing officer at True Fit, added:
“The fact that half of the female consumers we polled avoid certain
retailers due to inconsistencies in style, fit, and sizing is a clear
indication of the confidence gap consumers face when shopping for fashion
online.

“If retailers make recommendations for customers based on what they
believe their average consumer would prefer, they are making that customer
conform to an imaginary and inaccurate concept. This is where sophisticated
AI technology can help – true one-to-one personalisation is needed to
satisfy and delight consumers.”

Research for True Fit’s ‘Fashion Derailed’ report was conducted by One
Poll, who surveyed 2,000 UK adults from November 20 – 26, 2018.

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