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.
“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?” 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 U.S., 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.
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