Research has shown that our basis for buying clothes is often about trial and touch. In fact, it is generally agreed that virtually all spontaneous clothes purchases come as a result of seeing, touching and smelling something that has the promise of giving us pleasure. Merely by touching a shearling coat or sheepskin jacket for example, the shopper can judge its tactile qualities and therefore know how it will feel against the skin. As discerning shoppers we want to find out these truths for ourselves, regardless of the promotion from advertisements and endorsement of friends.

Gone are the days when there were enough sales advisors to guide us through their merchandise. Today, in the big stores, everything is out on display for us to touch, smell or try-on unmindful of the staff. We can enjoy the tactile and sensory exploration unchallenged. Rails of displays are placed conveniently to invite and entice us, men and women alike.

Although unisex fashions have been around since the 1960’s they did not really become established as mainstream fashion until the 1970’s. One example was the universal Afghan coat. These were of a rough goatskin, crudely made and cured, and thankfully replaced by top-quality Canadian sheepskin jackets. The influence of the classic 1950’s film called ‘The Wild One’ featuring Marlon Brando and Lee Marvin, popularised leather biker jackets for men but it was not until the 1980’s that leather jackets were sported by women. Nowadays denim jeans, jackets, fur coats, military chic, trainers, knitwear and so on all contribute to the unisex market.

Companies currently spend millions of pounds on advertising and media coverage of their brand product name in a bid to win over new customers. But in the case of some items such as shearling coats and sheepskin jackets, we already have a high level of confidence in them and their value.