A common discussion point with my new clients is where they are currently shopping and the prices they’re comfortable with spending on their wardrobe.
It’s always puzzling to hear that someone is willing to invest in cars and watches, but not in quality clothing. I recently read a report that said 75% of consumers are shopping at retail shops they know by name. Now, there are some beautiful menswear companies out there that produce well-made and well-fitting garments, but only a select few are truly delivering high-quality and exceptional craftsmanship to consumers. There’s nothing more frustrating than to hear how much someone spent on an average piece of clothing purchased at a well-known retailer. In my experience, I’ve come to believe that there are three factors that contribute to the mindset of settling when it comes to clothing: convenience, lack of knowledge and a misunderstanding of wardrobe management.
I’m sure everyone is familiar with the phrase, “You get what you pay for.” The average guy will spend between $500 and $800 on a suit, but the problem with this approach is that the buyer will end up spending much more down the line to regularly replace the garment because of a lack of quality and poor fabrication. I give new clients a quick overview of why they should spend a little bit more for a high-quality garment, and I seem to always get the response: “I don’t want to buy something this expensive, to be worried about ruining it.”
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DISPLAY OF CRAFTSMANSHIP: A clothing ensemble such as this should last its owner a long time because of its high quality. / COURTESY MARC ALLEN FINE CLOTHIERS/IAN BARNARD[/caption]
Of course, everything has a risk of being ruined, but with proper care and maintenance, your garments will live a long life and you will absolutely get the return on your investment. A quality menswear store will encourage clients to bring clothing back for cleaning because the staff will ensure it’s done properly, which extends the life of well-made garments.
In the service industry, our main priority is to educate our customers, but many retailers aren’t providing this knowledge. I’ve been to other menswear stores throughout the country, and I’ve found that some salespeople don’t fully understand their products. It’s understandable why a consumer would be uncomfortable buying them.
New customers will invariably be concerned about the price point of high-quality garments, and they have every right to ask why they are more expensive than items at a big-brand retailer. This is an opportunity to explain the quality and craftsmanship behind the individual brands and what makes them unique. For instance, at Marc Allen Fine Clothiers, we only work with small artisan brands that are rarely attainable within the U.S. market. I’m always sending my team to the fashion shows in Italy in search of something unique and special. A specialty store should be just that, special, with great items that cannot be found anywhere else.
When men shop for clothing, very few really enjoy it, and often they want to get it done quickly. So there is a mentality that they need to buy an entire wardrobe in one fell swoop. But buying everything at once is the wrong way to build a wardrobe.
My advice? Check your closet every three months or so, see what is tired and can be donated and then find two or three new pieces at a menswear store. Nobody should be buying outfits to wear year-round. Here’s why: Clothing will wear out faster, and there’s no way the same outfit will be comfortable as the weather is constantly changing, and clothing needs a break from time to time. Buying seasonal clothing will extend the life of your wardrobe, and will help regulate body temperature, keeping you comfortable year-round.
Marc A. Streisand is the owner of Marc Allen Fine Clothiers in Providence and Newport.
