Clothes are strictly gendered. In stores, some are marketed as only for men while others are marketed as exclusively for women. Clothes that are marketed as “unisex” are a rare sight in shops. Thus many consumers tend to imagine that men’s clothes always differ from women’s clothes. On top of that, there’s also a social stigma against wearing clothes that were designed for the other sex. This is why, when they go shopping, majority of consumers only browse the isles that are marked as intended for their gender, and they don’t even glance at the stuff that can be found at the other side of the store.
The reality is different. A lot of clothes are essentially unisex, because there simply is no real difference between men’s and women’s version, the only thing that varies being tags, placement in a store, and marketing. Sometimes male and female products also do not cost the same, which is how we get gender-based price discrimination aka the pink tax. That’s one more reason why shoppers would benefit from comparing things that can be found in men’s and women’s isle. [Read more…]