We all have that one piece of clothing that’s followed us through the ages. Even though we’ve had it for forever, we simply can’t let go. It’s been through everything with us and somehow has never lost its allure—which we all know is a serious feat.
But wait—has it really been with us through everything? Apparently, our attachment to those “forever” pieces may depend on the answer.
Common sense might assume that the more use you get out of a product, the better. After all, when we’re toying with the idea of buying that versatile black shift dress we’ve been eyeing for twenty minutes, we’re probably going to come up with all of the ways we can use it to convince ourselves that the purchase will be worthwhile (we’ve all been there).
In tragic news, the implementation of such arguments has actually been sabotaging us—how could you betray us, shopping?! According to a new study by Eureka Alert, if you actually wind up using that shift all day, every day, it will quickly join the ranks of despised clothing mocking you from your closet racks when you feel like you have nothing to wear.
But how could something so usable be bad? The study’s main finding is that your appreciation for a product depends on when you use it. The wider the range of situations in which you slip into that shift, the worse you feel about it. But what qualifies as “high variety” use?
Wearing your favorite shift to work, cocktails, parties, and the grocery store is going to depreciate its perceived value fast, because you’re using the dress in a huge range of unrelated activities. But let’s say you only wear it when you’re aiming to look professional and sleek—like at networking events and interviews. If that’s the case, you’ll probably reach for it with pleasure whenever the occasion arises!
The secret here is using your closet staples for specific things. You should have a go-to set of clothes for lounging, a go-to set of clothes for work, and a go-to set of clothes for play. Cosmopolitan suggests organizing your closet based on usage, so that you aren’t tempted to reach for your work blazer when heading out for a night on the town. And while it may seem economically counterintuitive to use all of your clothing less, you’ll actually wind up holding onto each piece longer if you keep it isolated to specific events, meaning you won’t keep having to replace it—hello, savings!
The study also suggests that it may be all about sentimental value. After all, that hot pink weekender bag is what you pack on every weekend trip you take to visit your long-distance boyfriend over the summer, and therefore, it’s special. If you used it to lug around your wallet and keys every time you went out, it just wouldn’t be the same.