How to avoid fashion impulse purchases.
Are you guilty of seeing an item of clothing (either in a shop or online) and getting a sudden urge to buy it, without proper consideration?
This is known as an impulse purchase and far too many of us are guilty of it.
The main reasons for impulse purchases are …escapism, pleasure, reward, anticipation, scarcity and anticipation. Rarely do we impulse purchase out of need.
The happy hormone
Before a purchase, a mixture of feelings make our body release the ‘happiness hormone’ known as dopamine. This happy hormone is a natural high and suddenly the impending purchase makes perfect sense. It will create HAPPINESS and JOY!!!
And it will, for a short period of time. Until the dopamine subsides and you’re left with another item you have not properly considered in your already bulging wardrobe. Cue wardrobe overwhelm !
Shopping for escapism
You may find that you impulse shop for escapism. Just for a moment you’re transported to a different place and all your worries disappear. For a very brief moment. Perhaps you’ve seen the item on an influencer who has an aspirational lifesetyle and you purchase it, even though their bodyshape and lifestyle is very different to your own. You enter into the purchase with a feeling of excitement that this purchase is going to make you the person you want to be. Except after having it in your wardrobe, taking up space and remaining unworn, you reason it doesn’t.
The fear of unavailability
And finally, scarcity. Something that is a retailer’s marketing tool from the high street through to luxury brands. Trends and collections drop onto the high street at an alarming pace, which gives us the fear that if we don’t purchase an item now now NOW, it may sell out and be gone forever. On the luxury side, brands drip feed limited numbers of certain items into their stores so that the demand always outweighs the supply. As soon as a few more become available, there is urgency to snap them up before they all go ! (spoiler - likelihood is there will be more ). At fast fashion brands, trends are so fleeting that there is a fear that if you blink the item you could be taken off the shelves or sent to the sale rail to make room for a new collection of fast moving items.
The result of impulse purchases ?
The fashion industry has encouraged this quick fix behaviour because, well, it sells more clothes and lines the pockets of the shareholders.
When items are purchased without proper consideration, they rarely end up as long standing pieces in our wardrobes. The initial hit of happy hormone quickly subsides and we’re left with wardrobe overwhelm. This is partly the reason so so many women are now in a position where opening their wardrobe is stressful instead of joyful.
Being in control and resisting the urge to impulse purchase is empowering, there is no doubt about it. By embracing slow style over fast fashion, over time you’ll easily be able to recognise those ‘impulse purchase’ feelings when they arise and avoid costly mistakes.
How to avoid impulse purchases.
Perspective. Firstly, let’s take a step back and remind ourselves that around 100 billion items of clothing are produced each year. If you do not purchase the item you are lusting over and it sells out, in reality, very soon another equally beautiful garment will flutter into your life.
Sleep on it. If you see something you love love love - give yourself a ‘cooling off period’ and sleep on it. Avoid the urge for sudden purchases. Slowing down and giving yourself time will help you make considered purchases. If the item sells out, it just wasn’t meant to be (re-read above on perspective).
Review your wardrobe. Before making a purchase, look inside your wardrobe and consider what the item can be paired with? Can you make 3 - 5 outfits with it from existing garments in your wardrobe.
Explore Preloved sites. Whilst on your ‘cooling off period’, browse some preloved sites for your exact item or something similar. Not only is buying preloved better for the planet, it could also save you money.
Plan ahead. When you fully embrace Slow Style, it becomes easy to identify gaps within your wardrobe. Therefore as each new season approaches, write a list of the items you would like to add to your wardrobe for the following season. For example, towards the end of summer you may decide you need two new knits for winter to pull some of your outfits together. Start searching for these items with plenty of time rather than impulse buy when the weather turns cold.
Need vs want. Pride yourself on being a savvy shopper and keep reminding yourself that brands want you feel pressured into a purchase. When you think you NEED something. Pause. Count to ten. Then re-phrase your thoughts. You want the item, it’s unlikely you NEED it.
If you’re overwhelmed with your own wardrobe and want support to get back on track, then click here to read more about The Plan. An affordable way to get back on track with all the support and community you need to make positive, permanent changes to the way you shop.
Maria x