Why Does Shopping for Clothes Feel Like a Chore?

Shopping for clothes is supposed to be a joyful experience, a chance to refresh your wardrobe and maybe even your mood. Yet, for me, it’s often anything but that. My partner finds my frustration amusing, but it’s hard to enjoy the process when so many things feel... off.

And I’m not alone.

The global fashion industry, set to be worth $3.3 trillion by 2030, seems to have stayed stubbornly stuck in time when it comes to serving its consumers. Despite technological advancements and a dizzying array of choices, the shopping experience itself feels frustratingly outdated.

For starters, the choices are often overwhelming and yet unsatisfactory. What should be a luxury of variety instead leads to decision paralysis. But the bigger problem? Most brands don’t even try to address the diversity in body types, especially in countries like India.

Sure, there’s innovation happening behind the scenes. AI is predicting trends, Product Lifecycle Management (PLM) tools like Techpacker are streamlining production, and platforms like TRUEFIT are helping users find better fits. But despite these advancements, few companies are using this tech to create tangible, consumer-centric change.

Customization is a Bright Spot

One promising shift has been the rise of customization. Brands like Zapelle Custom Clothing and FS Life (FableStreet | Pink Fort | March) are tackling this head-on, offering made-to-order clothing that prioritizes body diversity. Until it operated, Zapelle, an offshoot of the famed eShakti, allowed users to customize fabrics, necklines, and sleeve lengths in real time. Similarly, FableStreet’s FITS algorithm was developed after collecting over 1 lakh measurements, specifically to cater to Indian women.

Even platforms like TRUEFIT are stepping in to make shopping easier by recommending brands and styles based on individual fit preferences. While these efforts are encouraging, they’re still few and far between in an industry that thrives on pushing mass-produced “one-size-fits-all” solutions.

The Hidden Costs of Fashion

Then there’s the “pink tax” hidden in plain sight. Women’s clothing is often made with delicate fabrics that wear out quickly, while men’s clothes, made from thicker materials, last longer. Wash-care labels for women’s clothes? Rigorously demanding. Pockets? Practically non-existent. Buy an i-Phone only if you don’t have buttery-hands.?

These aren’t accidental design choices—they’re clever tactics to encourage more frequent shopping and upselling of accessories like handbags. Meanwhile, men’s clothing is often better priced and more durable.

The disparity isn’t just frustrating; it’s infuriating.

Fast Fashion’s Dirty Secret

And let’s not forget the environmental toll. Fast fashion has turned clothing into disposable commodities. The average garment is now worn only 7-8 times before being discarded, a staggering 36% decline in usage over the last 15 years. Each year, 92 million tonnes of textile waste are produced, the equivalent of a garbage truck full of clothes ending up in landfills every second.

Even the resources behind a single garment are shocking—making one t-shirt consumes 2,700 liters of water, enough to sustain an individual’s drinking needs for 2.5 years.

Where Do We Go From Here?

If there’s one thing that’s clear, it’s this: the brands that listen to their consumers and invest in affordable, sustainable solutions will shape the future of fashion. Customization, durability, and ethical production shouldn’t just be options; they should be the standard.

Until then, shopping for clothes will likely remain an exercise in patience for me—and a source of endless amusement for my partner.

What’s your biggest frustration when shopping for clothes? Or is there a brand you think is actually getting it right? Let’s start a conversation.