Outerwear is the most-worn category in UK wardrobes for half the year. Cost-per-wear maths almost always favours one excellent coat over three mediocre ones — and the visible difference shows on the wearer.
What 'excellent' means
Wool content above 70%. Fully lined. Shoulder fit at the bone, not drooping. Sleeve covers wrist when relaxed. Mid-thigh or knee length for most versatility. Cos, Arket, Massimo Dutti deliver this at £200-400.
Care that protects the investment
Soft clothes brush after each wear. Spot-clean immediately. Dry-clean once per season, not after every wear. Wide wooden hangers to keep shoulder shape. Garment bag with cedar in summer storage.
One excellent coat lasts 5-10 years of daily wear. The cost per wear works out to 30-60p, beating any fast-fashion alternative over time.