The 10 steps to a woman’s perfect outfit ... and, sorry chaps, it can take 40 hours!

IT’S no wonder many men don’t enjoy shopping with their other halves – since a woman’s quest to find the perfect outfit now typically involves ten steps and takes almost 40 hours.

The internet has led to a generational shift in the way women shop for their clothes and accessories – and means the process takes longer than ever, researchers have found.

Before she even heads to the shops, a young woman today is likely to trawl the internet for items she likes and to compare prices.

Throughout the shopping process she will share photos via the internet with friends. And even after visiting a store, many leave the desired item behind to buy it online instead.

A study of 1,403 women found that among 16 to 34-year-olds, a third first look through magazines in print and online to check the latest trends. Next, seven in ten (68 per cent) visit online stores before hitting the high street to ensure the item they want is available and within their budget.

A fifth send details of a potential purchase to friends via email, text or messaging service WhatsApp. One in ten young women posts photos on Facebook to get friends’ opinions, while 12 per cent will look on picture sharing website Instagram to check none of their friends has the same, or a similar, outfit. The next step – finally – is to head to the store itself, where one in five take a selfie to send to friends or their partner.

A third of young women then head back home to order the item online, the survey by cashback and rewards site Quidco found. Experts estimate the total time for the ten steps is an incredible 39 hours.

But despite asking for the opinions of hundreds of acquaintances on social media, it is still a woman’s other half whose view carries the most weight. Almost half of those polled said they would be reluctant to make a purchase without the approval of their partner. Mum was next, followed by their best friend.

It also emerged that the average woman buys 21 new pieces of clothing each year.

Neuroscientist Jack Lewis said asking for others’ opinions often leaves us more unsure, especially when someone trying to be tactful doesn’t say what they really think. He added that this ‘often results in yet more unworn clothing clogging up people’s wardrobes.’