The stylist gave tips on choosing clothes in online stores and marketplaces

To find good things in online stores and marketplaces, it is important to understand not only the styles of brands, but also how the platforms themselves work, said personal stylist Nadezhda Podchernyaeva. She told Izvestia on April 30 what to consider when choosing clothes online.

"Marketplaces become a convenient starting point: information about different brands accumulates here, and with the right approach, you can not just make a successful purchase, but gradually build a whole search system. For example, recommendation feeds can simplify the selection, but only if you have already customized them for yourself — you added things you liked to favorites, viewed cards, made purchases. Then the algorithms begin to read your preferences and suggest appropriate options," the expert explained.

According to her, up to this point, it is useful to work manually: go to the storefronts of brands, look at the entire range, especially within the collections. At the same time, the expert drew attention to the fact that many brands work in capsule format: they offer things that match in color, cut and style in advance. This reduces the risk of buying a "one-man thing" that won't last long in the wardrobe.

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"In addition, it makes sense to pay attention to how open the brand is in the visual presentation of its products. If the product profile contains close—ups of zippers, seams, and linings, the manufacturer is most likely confident in the quality of the tailoring. The absence of such details often suggests the opposite," stressed Podchernyaeva.

She called the base ruler another marker. If the brand has well-made simple things like T-shirts or jeans, then you can trust more complex models.

"Online shopping is not limited to brand websites and marketplaces. Pinterest can be used not only as a source of inspiration, but also as a search engine. For example, write linen wide-leg trousers brand or wool coat small designer, and the social network will offer real brands — from Asian niche brands to European boutiques, which can often then be found on familiar shopping platforms," said the stylist.

You can also keep track of things that appear in movies and music videos. According to the expert, Reddit, IMDb and Tumblr often sort out the images of heroes on the shelves, indicate brands and models. At the same time, you can notice a specific thing or discover new brands that are not in your usual line of sight.

"As a result, a competent buyer is not someone who knows how to simply filter by price, but someone who knows how to analyze the assortment, track visual connections between products and work with platforms as complex but very useful tools," concluded Podchernyaeva.

Earlier, on April 11, it was reported that the volume of Russians' spending on wardrobe items has increased by 36% since the beginning of the year. At the same time, they bought clothes and shoes 29% more often, and the average check increased by 5%, to 2,663 rubles. This follows from the data of the Postbank. Experts attributed the overall increase in spending on clothes and shoes to a seasonal surge in demand for wardrobe upgrades by spring.