Have fun with fast fashion.

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Have fun with fast fashion.

In rich countries around the world, shopping has become a popular pastime, a very enjoyable and sometimes addictive activity, just like social media. The proliferation of the Internet and cheap clothing has made shopping a cheap, endless form of entertainment – one of the things that is not about the things you buy, but the shopping itself.

This dynamic has significant consequences. Second-hand stores receive more clothes than they can manage, and the clothes and shoes are not easily broken down. Consumers are risking their lives on a hedonic treadmill, and the constant pursuit of something new makes them unhappy and unfulfilled. For most people, breaking this cycle is not as easy as swearing. It is no accident that shopping has become so attractive and compulsive: our neuroscience, economics, culture and technology.

Shopping is a complex process, from a neurological point of view. From Stanford university in 2007, researchers at the university of Massachusetts institute of technology and Carnegie Mellon considering using functional magnetic resonance imaging (fmri) the brain of the test object, decided to buy clothes. The researchers found that when they presented a satisfactory object of sale to a research object, the pleasure center or core environment in the object’s mind lit up. The more people the project wanted, the more activity the fmri detected.

The researchers then show the price of the project. The medial prefrontal cortex weighed the decision, because the insular island responded to the cost. As the institute puts it, decide whether to put your brain in a “pleasure competition between instant gratification and the same instant payment pain”. This way of thinking conforms to shopping’s happiness from the pursuit of the evidence commodity – from the feeling of what you want.

Although happiness is just a matter of watching, there is also the pleasure of buying, or more specifically, bargaining. The medial prefrontal cortex is part of the brain’s essential cost-benefit analysis. (one of the study’s authors Scott Rick Scott Rick) said: “this seems to be the reaction is not necessarily the single price, or what I like, but the comparison of the two: compared with I charge, how much I like? Now assistant professor of marketing at the university of Michigan.

This is what is known as “transactional practicality,” says Tom Meyvis, a professor of marketing at New York university’s stern school of business and an expert on consumer psychology. “You can see a lot of things on clothes,” he said. “Part of the pleasure you get from shopping is not just that you bought something that you really like, but that you use, and you get a lot of it.

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If you see what you want and haggle, you can get shopping fun, and you can’t design a more enjoyable consumer culture than the modern, globalized west.

 

Fast fashion feeds this neural process perfectly. First of all, clothing is very cheap, which makes it easy to buy. Second, new stores are frequently delivered, which means customers always have something new to look at and crave. Zara has two new clothes every week, while H&M and Forever21 wear clothes every day. These proud of high-end designer brand, let consumer to get at least a fraction of the cost is similar to the original surface, and the price is lower than other markets, making their products feel like a bargain.

Low cost means people can buy things they don’t need without much consideration. If the price of a $30 skirt or shirt drops to $20 or $15, it’s actually irresistible. The hedonic pleasure center in your brain lights up, and this price causes little competition.

The only way to sell cheap clothes is to sell them. This is what fast fashion does, making a huge profit in the process. Amancio Ortega, the co-founder of Zara, is known by Forbes as “the world’s richest retailer”. Sweden’s richest man is Stefan Persson, chairman of H&M. Their companies are growing.

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