So as it is January, you most certainly got paid before Christmas, and now payday seems still quite fare away. You splurged, rewarded yourself in the January sales, and now your bank account is looking pretty gloom. Well, apparently we are experiencing a Shopping paralysis. As times are getting harder, and we have less and less money to spare, (especially as this year I made my resolution to save more!) we can’t seems to shop as we used to. I was reading a really fascinating article in the February Vogue, entitled “How we shop now”. (p.77-80).
I typed down few quotes that I found really interesting.
The author of this article I am quoting, Emily Sheffield, illustrates her point by citing different working women in the field of fashion, all adding to the fact that our attitude to shopping is changing.
Anita Borzyszkowska previously vice president of PR at Gap and now freelance fashion consultant, talks about revisiting your own wardrobe, “it seems inappropriate or lazy to buy a whole new look. Instead, I am returning to pieces of mine I love.” “And when I do buy, the piece has to work hard to seduce me, which counterintuitively means it is often more expensive. So I am actually spending more per item, but there are fewer buys.”
Amanda Ferry owner of Rose production events organiser, shares her shopping attitude.“I invest in simple pieces.” “There are no impulse buys any more, “ “I have even stopped buying trend-led bits from the high-street because they last only one season, although I do go to Zara for jeans or classic silk shirts. I stick to a uniform and edit my wardrobe, looking for gaps. I shop for what I need, not what I want. Nothing frivolous. “
Francoise Tessier Chief buyer at Browns, she says that post-2008, their customers edit with much more alacrity. “They are better purchasers, less wild. And they are focusing on multi-functional pieces that work from day to night, “ A less discernible trend, she pinpoints, is steering away from “hit” items of brands campaigns or the catwalks. “They want something fabulous, yes, but not identifiable to a year or a season.
Judd Crane director of womenswear at Selfridges says they have noticed with their customers “a new patience to wait for the right piece to arrive, especially for investment items. There is also more dialogue for bespoke and limited collections. In essence, people want to invest in pieces in a more thoughtful way.”
Emily Sheffield expresses her views on our prudence in shopping nowadays.
“Increasingly, value is the key trend to opt for, rather than fast, throwaway fashion. The end result is that fashion houses must work much harder to justify their soaring prices and persuade us to open our wallets.”
Silvia Agrestini account director at Spring Studio talks about how she considers her clothes as investments in her career. “My clothes are an investment in my career.” “I don’t want to spend on short-term trends, or fabrics that won’t last, or cheap workmanship.” Like most of us Agrestini has gone through a tough refining process. “Sales are a false economy,” “Instead, I spend on brilliant staple pieces, a Celine bag or a Max & Co coat. It’s cost per item but fewer items. My weakness, however is shoes…“
To finish off Emily Sheffield, the author of this lovely article leaves us with advices, “carefully chosen vintage always survives, and big spends should be meticulously planned. And never, ever impulse-buy at the sales, especially when it’s in the wrong size.”
As would Mrs Exeter say in the Vogue of 1952, “Do not be lured into widely optimistic buys for non-existent occasions.”
Best quote ever that last one!
Anyway did my best to transcribe some of this intriguing article. I do believe, I do tend to be much more careful and conscience when spending money nowadays. Maybe we are getting wiser too? Growing up? I do feel quality will always be the word for investing our money into. I sometimes feel I do buy pieces for a better future, you know those non-existent occasions (this dream life where I will go to one fabulous party to another wearing those gorgeous clothes…), wel;l and also for my future career. But I suppose, spending your hard earned cash these days it does need to be special. You can’t have any regrets. It needs to be something that you absolutely love and would wear everyday if you could. I mean, this surely can’t be throwing your money away. Anyway as I said earlier, this year I decided it is the time to save, save and save some more, and later will be the rewards and maybe then I will (might?) buy some nice things. But this time I will think of this quote again. “Do not be lured into widely optimistic buys for non-existent occasions.” Mrs Exeter