Yesterday I read a piece on Jezebel denouncing the use of the phrase “investment piece” as a marketing ploy to get women to justify buying luxury items in tough economic times. Usually I appreciate Jezebel for calling out ridiculous marketing tactics (such as Cover Lies), but this one was an easy shot that didn’t have merit. The title ““Investing” In Your Closet Not Recommended By Actual Investment Experts” sounds so obvious to the point of being satirical, but the author obviously doesn’t know (or chooses not to acknowledge) the many uses of the term “investment”.
Economically speaking, an investment is something you spend money on, expecting to get a return. In this context “investment” is synonymous with “asset”, which according to the Wikipedia entry on Investment can be “physical (such as buildings or machinery), intangible (such as patents, software, goodwill), or financial”. Individuals and businesses constantly invest in physical assets. The point is not that we buy a good (or service) expecting it to gain value over time. We invest in goods and services that add value to our lives and businesses and enable us to produce more over time. Everyone makes investments, but not every investment is for everyone.
Investment dressing then, makes sense for people for whom durable, well-crafted apparel adds value to their lives. It actually makes sense for a larger subset of the population than realizes it. Everybody has a wardrobe (a collective noun for pieces of clothing). Who doesn’t hate it when their favorite go-to shoes fall apart? For whom is it not an inconvenience when your trusted LBD, that always makes you look good, starts to fray or pill and the thread breaks down, or it loses it shape? Who likes being forced to replace something that always made getting dressed easier? Don’t get me wrong – I love shopping and new clothing. But I hate when a favorite piece falls apart and I have to figure out how to replace it.
Take, for example, black flats. They are an absolutely wardrobe staple. I was mildly devastated when my trusty Aldo flats fell apart, and it took me a long time to find a suitable replacement. I went with Kors by Michael Kors, hoping that they would last longer. I’ve had them for about a year and a half (I think), and while they’re holding up well, I think ultimately the answer is to have leather – not rubber soled shoes. They cost more but they last longer, AND they’re easier to repair.
There, is the value of investment dressing. Do these clothes generate money? No. You spend more money up front, but you get returns in dependability. You can spend less time and money searching for, then replacing them. You invest in quality pieces that last and retain their appeal over time.
What's your opinion?