Thinking of Buying a New Pair of Jeans? Breaking Down the Cost over Time Might Help You Decide

Jake Welch stands in open-air shopping center, Wednesday, Aug. 2, 2023, in Salt Lake City. (AP Photo/Rick Bowmer)
Jake Welch stands in open-air shopping center, Wednesday, Aug. 2, 2023, in Salt Lake City. (AP Photo/Rick Bowmer)
TT
20

Thinking of Buying a New Pair of Jeans? Breaking Down the Cost over Time Might Help You Decide

Jake Welch stands in open-air shopping center, Wednesday, Aug. 2, 2023, in Salt Lake City. (AP Photo/Rick Bowmer)
Jake Welch stands in open-air shopping center, Wednesday, Aug. 2, 2023, in Salt Lake City. (AP Photo/Rick Bowmer)

For Jake Welch, getting dressed is one big math problem.
The 36-year-old brand director for an advertising firm calculates the cost-per-wear of his wardrobe by highlighting 200 items in a spreadsheet — excluding underwear and socks — and meticulously listing the price he paid for each of them as well as how many times he's worn it. He updates the spreadsheet every night on his computer to determine whether his purchases were worth it — or not, The Associated Press said.
Lots of people thought Welch was weird when he started doing this 12 years ago, opting to ditch the cheapest items on the sales rack in favor of maximizing the value of his purchases over the span of their lifecycles. But with inflation still a nagging problem, more shoppers are coming around to his way of thinking.
“I was actually onto something versus being a little looney," said Welch of Erda, Utah, who presented his findings last month at a company meeting.
Retailers are taking note of this mindset and shifting their marketing strategy in some cases. Gap’s Old Navy is offering shoppers a full refund for uniforms purchased during the upcoming back-to-school season if the clothes don’t hold up for a year. Retailers like Kohl’s and online shirt retailer Untuckit have recently revamped their marketing campaigns — particularly for the fall — to focus on durability and versatility. American Eagle is touting the “longevity of your most-loved jeans” made of recycled cotton and polyester in an email campaign to customers.
That means a $200 classic sweater may end up being a better deal if you plan to wear it every week in comparison to a hot pink dress picked up for $40 that might be worn only once a month.
"Cost-per-wear is another way that they think about how to combat some of the inflation,” said Christie Raymond, Kohl’s chief marketing officer. "Is this item going to last? Is it going to really be versatile? For back to school, for example, can my child wear it in a number of different ways?"
Some shoppers are also looking to be more eco-friendly by buying clothes that don’t end up in a landfill after being worn a few times.
Still, the cost-per-wear calculation may only make sense for those consumers who can afford to prioritize quality and versatility over price. Neil Saunders, managing director of GlobalData Retail, notes that shoppers with tighter budgets will look at price and may not care whether something will last just as long as it looks good for now.
Indeed, fast-fashion purveyors are still faring well in the face of inflation. Chinese e-commerce retailer Temu, known for deep discounts and coupons, has continued its meteoric rise in the US, adding nearly 10 million new daily users since the turn of the year, according to market intelligence firm GWS. Meanwhile, Shein, the ultra-low-price, fast-fashion juggernaut founded in China, has been increasing its daily users from 3.1 million to 4.9 million daily users over the past year, according to GWS.
But there’s a growing backlash to the cheap stuff.
Rohan Deuskar, founder and CEO of Stylitics, a retail technology firm that powers personalized styling, outfitting and bundling suggestions for 150 retailers online, said he started seeing the trend this past holiday shopping season. He noted the average order was going up, particularly for holiday dresses, while shoppers were buying fewer items. And shoppers were also spending more time engaging with the virtual models that showed different ways to wear the item.
“Shoppers are being more considerate about every purchase and being willing to spend only if they get value — and that no longer just means cheap,“ Deuskar said. ”We’re reaching a little bit of an oversaturation of buying a bunch of stuff. ”
According to market research firm Circana’s Retail Tracking Service, higher prices are outpacing lower prices over the past 12-month period ending in June. Women’s dresses priced $200 and above grew about twice as fast as those priced under $50. Sales of men’s jeans that were less than $30 declined, while higher price brands drove growth. Sales of women’s jeans priced $150 and above increased by 7%. And while the market for women’s active pants declined 20%, women’s active pants priced between $125 to $150 increased 19%, according to Circana.
Saunders notes that “price and quality aren't always linked." In fact, some retailers may be using any excuse to sell higher price goods. There's also the timeliness of the fashion item to consider. Shoppers may think about longevity when they look for a coat but not for a skirt or a top.
“People like to refresh or their tastes change,” he said.
And cost-per-wear calculations don't factor in weight loss or gain, Saunders added.
Welch said his wardrobe consists of mostly blacks, greys and blues and items that can carry through multiple seasons. Higher inflation has helped him better separate his needs and wants.
“I ask myself a little bit harder: ‘Is it something that I absolutely need?’” he said. “Consulting my spreadsheet, how many golf shorts do I really have?”
Welch noted that his formal wear and suits along with dress shirts are among the items that rank the highest in cost-per-wear. He chose a charcoal suit — not a tan version — for his wedding in 2018 that he bought for $480 at Bonobos. He has worn it 44 times, resulting in a cost-per-wear of $10.91. Not too bad but ideally he likes to get it down to 50 cents per wear, like the athletic shorts he bought at Outdoor Voices for $20 and has worn 434 times, according to his spreadsheet he shared.
Kohl's said its marketing campaigns are showing different ways that items can be worn. For example, on the department store's Instagram account, it pairs a white T-shirt and denim shirts in different ways, including a beachy take and a more stylish approach with hoop earrings. Untuckit's fall campaign, “Made for the next journey,” focuses on the different ways customers can wear the shirt or the jacket — taking it from the office to night time events.
As for Welch, he said his wife is now staying away from fast-fashion and focusing on quality, though she's not embracing the spreadsheets. And he's delighted that his two girls, ages 3 and seven months, fit with the new math.
“With my first daughter, the cost for use on her dresses and stuff like that have decreased with having another girl, ” he said. “So if we have a boy, great. But if we have another girl, that's just even more savings."



It’s Met Gala Time! Get Yourself Suitable with This Guide on What to Expect

Met Gala celebrity chair Lewis Hamilton speaks at the Metropolitan Museum of Art's Costume Institute during a press conference October 9, 2024. (AFP)
Met Gala celebrity chair Lewis Hamilton speaks at the Metropolitan Museum of Art's Costume Institute during a press conference October 9, 2024. (AFP)
TT
20

It’s Met Gala Time! Get Yourself Suitable with This Guide on What to Expect

Met Gala celebrity chair Lewis Hamilton speaks at the Metropolitan Museum of Art's Costume Institute during a press conference October 9, 2024. (AFP)
Met Gala celebrity chair Lewis Hamilton speaks at the Metropolitan Museum of Art's Costume Institute during a press conference October 9, 2024. (AFP)

As springtime sunshine finally hits New York City, the Met Gala beckons — one of the most anticipated and visible parties in the world.

This year, the theme — “Tailored For You" — is focused on classic tailoring. As always, the dress code is inspired by the spring exhibit at the Costume Institute of the Metropolitan Museum of Art. “Superfine: Tailoring Black Style” is the first Met show to focus exclusively on Black designers, and the first in more than 20 years to have a menswear theme. The show looks at the evolution of Black style over the centuries through the lens of dandyism.

Here are some key things to know as fashion's biggest night approaches:

When is the Met Gala? The gala happens the first Monday in May — this year, May 5.

What exactly is the Met Gala? Not everyone knows that the gala is actually a fundraiser for the Costume Institute, the only self-funding department at the Met. Last year the evening brought in a whopping sum of more than $26 million to the museum's coffers.

Was it always this big? Definitely not. It started in 1948 as a Manhattan society midnight supper – held at various places like the Waldorf Astoria and the Rainbow Room. It took many years before it turned into a global event and one of the starriest nights of the year.

Who's hosting the 2025 Met Gala? Each year brings a new group of celebrity co-chairs. This year they are Pharrell Williams, Lewis Hamilton, Colman Domingo, and A$AP Rocky — along with Anna Wintour, the influential Vogue editor who always oversees the proceedings. NBA superstar LeBron James is honorary chair.

Who else is attending the Met Gala so far? Word on attendees trickles out slowly in the weeks leading up to the event. But this year there’s also a huge additional host committee with stars from various fields. (They don’t have specific host duties, other than showing up and, it goes without saying, looking fabulous.)

It includes athletes Simone Biles and husband Jonathan Owens, Angel Reese and Sha’Carri Richardson; filmmakers Spike Lee, Tonya Lewis Lee and Regina King; and actors Ayo Edebiri, Audra McDonald and Jeremy Pope, and musicians Doechii, Usher, Tyla, Janelle Monáe and André 3000.

Also in the group are author Chimamanda Ngozi Adichie; artists Jordan Casteel, Rashid Johnson and Kara Walker; playwrights Jeremy O. Harris and Branden Jacobs-Jenkins; and fashion figures Grace Wales Bonner, Edward Enninful, Dapper Dan and Olivier Rousteing.

Can anyone buy a ticket to the Met Gala? In a word: No. You cannot just buy a ticket. The right question is: If I were famous or powerful and got invited, how much would it cost?

If I were famous or powerful and got invited, how much would it cost? Individual tickets start at $75,000. Generally, though, companies buy tables. A fashion label, for example, would then host its desired celebrities. A table of 10 starts at $350,000 this year, as it did last year. There will be approximately 400 guests.

How strict is the dress code? The code is meant to be a guide, not a hard rule, and loose interpretation is encouraged.

How do guests spend the evening? Guests enter the museum and walk past an enormous flower arrangement in the museum’s grand lobby – always a talking point. Often there is an orchestra playing nearby. At the top of the grand staircase, Wintour and her co-hosts form a receiving line. Guests then head to view the exhibit, which is followed by dinner. The most hotly anticipated guests sometimes arrive around dessert time for maximum impact (we're looking at you, Rihanna).