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High turnover in fashion boosting women's apparel sales

Of the more than 7,000 new apparel products that appear online every day, nearly half (3,150) are aimed at women, while only 1,750 are geared toward men, with the rest children’s, babies’ and footwear. More than half of all online women’s apparel purchases (56%) are items that have just hit the market in the previous three months, compared with 38.8% of spending on the newest men’s items. Revenue from sales of new apparel products, (on the market for a year or less), accounts for 80.5% of spending in the category – the largest share of spending among all categories that the DPI tracks, according to the report. Nearly one third (30.8%) of all spending on women’s clothes goes towards products that are month old or less; for men’s clothes it’s 18%. The new research found other gender-based shopping differences as well, including that women tend to shop seasonally, while men buy shirts and underwear all year long. Women, meanwhile, look for dresses in the spring and sweaters in the fall. While that may not be earth-shattering news for many merchants, the numbers reveal gender differences that are surprising, according to Adobe DPI data science analyst Sid Kulkarni. “The gender differences we see in the DPI are really intriguing,” he said in a statement. “Women’s apparel sees much more turnover in response to a quicker fashion cycle than other categories of clothing. Moreover, women’s clothes purchased online span wide range of items of clothing than men’s or children’s apparel and women’s clothes are sold in the same ratio at the high and low end.” In fact, online apparel consumers at all levels are keen on finding deals, the research shows. In May, the DPI tracked a 4.3% year-over-year price deflation in online apparel sales, compared to relatively flat apparel inflation in stores revealed by the Consumer Price Index. “We think the difference reflects online shoppers’ dedication to seeking out deep discounts, and the fact that consumers are more likely to buy off-season clothes online,” Kulkarni said.

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The challenge of being on-trend while also serving a working audience is one many brands are grappling with, according to Kat Griffin, founder of Corporette, a popular blog about women’s work clothes. “The problem for a lot of these workwear companies that have always been the stalwarts—and the ones that my readers have loved and relied on—is they are trying to move with the trends, even though a conservative office today still looks very similar to 10 เสื้อคู่รัก พร้อมส่ง years ago,” she says. “The athleisure trend, the ripped-denim trend, all the different trends that you see at more casual offices are still largely inappropriate for conservative banks or law firms or places like that.” It’s true that conservative offices have loosened up some, but only some. Meanwhile, many other offices have rapidly lost their formality, to the point that there’s often no distinction between what a woman might wear during the week versus out for the evening or on the weekend. What, then, should brands that want to provide women with their work clothes be selling? The underlying traits that define office clothing haven’t varied too much. For women (and men), clothes should probably not be too revealing, or too sloppy. But our baselines for what those things mean keep moving. The line between athletic clothing and everyday clothing, for instance, continues to blur, and leggings have become part of many women’s basic wardrobes.

For the original version including any supplementary images or video, visit https://qz.com/995484/why-its-so-hard-for-women-to-figure-out-what-to-wear-to-work-in-2017/

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