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Women who want to look good do spend more on clothes

Ipswich Fashion Festival Gala Fashion Evening held at the Metro Hotel Ipswich International.
Ipswich Fashion Festival Gala Fashion Evening held at the Metro Hotel Ipswich International. Rob Williams

IT'S true, looking good does come at a price.

A  Roy Morgan Research polls shows women who try to look stylish, are label-conscious, or think it's important to look fashionable all spend more than average on clothes.

While the average annual amount spent on clothing by Australian women (14+) is $834, it's much higher among those who strive to maintain a stylish wardrobe.

The most lavish spenders are women who agree with the statement, "I wear clothes that will get me noticed" ($1288 a year), followed by women who agree that 'it's important to look fashionable' ($1179).

Women who "buy a product because of the label" spend on average $1,71 per year; those who try to look stylish spend $1031; and those who "look for quality over price" spend around $907. Of course, some women fall into more than one category.

 

Annual average spend on clothes by Australian women

Annual average spend on clothes by Australian women. 
Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013, women 14+ n= 11,434
Annual average spend on clothes by Australian women. Source: Roy Morgan Single Source (Australia), Jul 2012 – Jun 2013, women 14+ n= 11,434

 


"There are many clothing retailers who proclaim that, when it comes to fashion, you don't necessarily need to spend more to look good," Roy Morgan Research account manager Warren Reid says. 

" However, the more fashion-conscious the woman, the more she'll spend on clothes.

"What's particularly interesting is that women wanting to be noticed for what they wear spend the most. This category beat even the label-conscious shoppers, as well as women trying to look stylish.

"The debate over whether Sydney or Melbourne is the fashion capital of Australia is long-running and extremely subjective, and there's little difference overall in the average amount women spend on clothes in both cities.

"But those in NSW who agreed they wear clothes 'to get noticed' have by far the highest annual spend - $1424, compared to Victorian women's relatively modest $1139.

"Admittedly, this isn't definitive proof of either city being better for clothes-shopping, but it does give clothing retailers food for thought when it comes time to make decisions on marketing, distribution and clothing styles."
 

Topics:  economy editors picks fashion polls spending



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