Lubaba Abbas Kazmi
Thursday, April 25, 2019
Spring Elective: Fashion and Culture
Creative Reflection
Page 88
Shop ‘til We Drop
Retail therapy is a stress reliever for many people. But does shopping actually boost your mood or is it just about spending money or both?
Shopping also stimulates senses. The colors of garments and displayed objects in stores activates different senses and emotions. Red from Mc Donald’s make you hungry. The aesthetics of the shops are designed to attract the consumers. The music also contributes in the marketing. People confuse needs with wants.
Consumer culture is closely related to mass culture and psychology. Stores play with consumer psychology. They often put up 30% sales and an extra 20% off which is actually not a total of 50% but they make the buyers like they’re saving half the money. Limited editions also make the consumer believe that the particular item they are interested in buying is not going to stay in the market for too long so they must buy it as soon as possible. Consumers measure their worth with the number of products or things they own.
Fast fashion is also a major contributor. People discard clothing after single use and then shop for more. It never enough. Shoppers will see something that is popular or trending and own it with their purchasing power. The popularity manipulates human psychology and makes them buy things they do not need, definitely making it the religion/opium of the 21stcentury.
