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Some Stores Are Deciding What You Should Wear. And That's Not A Bad Thing.

It's always been easy and intuitive to subscribe to the notion that "The one thing everyone loves is a choice." Having an option is always seen as better than not having an option. And while that's largely true, there are a number of instances that fly right in the face of that logic. For instance, at the Cheesecake Factory. Ordering from their 220-page (an estimate) menu has always added about 70% to my stress level. Plus, when companies offer up a million different possibilities, the likelihood that the amount of effort fell in their selection and manufacturing goes way up. 

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Clothing is yet another area where too many choices offers up more problems than solutions. If you sell hockey jerseys and tuxedos, there's a decent chance some moron is going to try to wear them together. Consequently, we're seeing a rise in a number of stores that offer up a selection of items that are selected to go well together. In these instances, the buyer can do no wrong. Or, at least, a lot less wrong. 

One such favorite store of ours is Amedeo, which tailors its offering to take the guesswork out of shopping. Their wares all fit a certain aesthetic, meaning that you can mix and match without looking like a guy who just pilfered a Goodwill store. The simplicty of the offering not only lends itself to matching, but also allows men of different tastes to shop without beeling too far out of their element. I mean, who is going to object to a single-color dress shirt? 

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So if you get sweaty palms when you're online shopping, take heed. Online stores like Amedeo offer fewer choices. And that's a good thing. 

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