Buying clothes on impulse can be wasteful
JUNE 24, 2013
Toyosi Gregory-Jonah is the Chief Executive Officer, Desire1709 Boutique and Style Studio. She tells SIMON EJEMBI how people’s sense of fashion can affect their shopping habits and finances, among other issues.
Many small-scale fashion businesses have emerged in the country in recent times. What chances do these outfits have of becoming big businesses?
The Nigerian fashion industry is a developing one and there are lots of opportunities for investors and entrepreneurs, whether they are selling local bespoke designer pieces or international high-street designer ready-made fashion items to meet the needs of various strata of the society or target markets. However, first, they need to understand the market, either demographically, based on income, or whatever criteria that fit their business models, and choose where they want to focus on so that they can offer their best and meet their customers’ ever-changing needs, which in turn will mean their growth into bigger entities.
What mistakes should such businesses avoid?
They should never loose focus! They stick to but review their business models to adjust what is not working. Manage their finances carefully and ensure that they get value for money as much as possible.
In addition to the above, it is important that those who run or own such businesses must get the right education and skills, and continuously seek professional development.
The firm should have a clearly defined business model and should understand the market, where they want to play, and focus on giving their best to that strata, thus carving a niche for themselves rather than trying to be jack of all trades and master of none.
Also, they should never compromise quality or try to cut corners; people cherish integrity.
From your experience, how would you rate the spending habits of people when it comes to shopping for such things as clothes?
There are no clear cut ratings, but people spend a lot on clothes because they want to look good and be addressed as such. The determining factor here is how much fund is at an individual disposal. It is only reasonable not to spend excessively on fashion items as they are out of date quickly. However I have heard of instances where people spend all they have and even run into huge debts, all in a bid to look and be seen as fashionable. I feel that is out of place.
Many people have been accused of spending too much on clothing items and accessories. What do you make of this? Should there be a limit?
A lot of people have wardrobes filled with clothes but they still never find what to wear when there is an event.
It has been said that the appropriate ensemble – helps to boost an individual’s confidence. Since fashion evolves, I don’t see a limit. It’s just for people to focus on functionality by understanding what fits their lifestyle – either work or social events. This will help them decide what items they really need to buy to achieve a functional wardrobe and avoid buying clothes impulsively or for a particular event because those items never get worn again, thus creating a clutter of un-usable items and wasting a lot of money.
In what ways do you think an individual’s sense of fashion can affect his or her shopping habits and finances?
We see fashion differently. For some people it is about staying on “Trend”, for some it is about basic classic versatile pieces that are useful over time even if expensive. So, a trend person would most likely be an impulsive shopper; someone who doesn’t consider anything but the fact that the item is trending even if he or she has something similar that could have just been altered a bit to get the new look without spending anything!
For people who love to express their style with basic classic pieces,you find that they are after versatility(even if that is expensive) and when they have to update their wardrobe, they buy only pieces that compliment what they already have. They hardly shop impulsively.
People who follow the trend,end up spending more.
What would you say are the major financial mistakes people make in their quest to be fashionable?
People confuse wanting to be trendy to being fashionable and people follow celebrities or trendsetters to the letter without remembering that these celebrities get dressed by stylists who put a lot of things such as body type, skin tone, personality, lifestyle, and intended image to be portrayed, etc. into consideration. Also, many celebrities get majority if not all they wear for free.
Trying to follow up with them means you are going to keep buying expensive items that are probably not made for your body type and age. So, it is not wise to buy an item just because Celebrity A or B wears it. It is important to note that most trend items become dated easily and thus you may just waste money buying impulsively.
How can people stay fashionable without breaking the bank?
Fashion can be expensive, but expressing your style shouldn’t be… Fashion revolves; everything is adapted from a previous era and there are great similarities. There are various ways one can be fashionable without going bankrupt or running into debts such as do it yourself. (This involves recreating or remodelling old clothes to new styles by putting pins,beads,sequins,chains, etc on them.) Other ways include making exchanges with friends, and considering charity shop or vintage shop raid. You can also opt for outlet store haul, online auction/bargain buys, garage sales, yard sales etc.
What should people look out for when shopping for clothes?
People have to consider their needs vs wants, versatility, the fit and colour. Is the item a classic or a trend item? Does it fit their lifestyle so it doesn’t just end up in their closet unused for years, resulting in thousands of naira being wasted unconsciously.
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