Budget Shopping the New Trend
The new wave of shoppers are looking at discount clothing and lines that cater to the more assertive shopper who is looking fr color, trend, or style at a lower price. There fast fashion styles are taking the collection shoppers and lowering their budget by a significant percentage. Why buy less when you can buy more?
This question is pushing consumers to take to their closets, purge their tired looking couture, and pick up an entire new closet and image for the price of one garment. Of course the lower cost requires the consumer to go back and pick up more because of the quality, but that doesn’t matter because the cost is so low it is what everybody including their peers are doing.
If a couture or even a ready to wear piece gets damaged, it is a devastating event which causes the owner to feel sorrow for perhaps years. Whereas if a lower priced garment that they love gets torn or ripped it simply can be replaced with far less tears or frowns especially when they meet with their banker.
Sample sales and high end retail are a thing of the past for the majority of shoppers because the fast fashion is so readily available that it nearly pushes the high end clothes off the shelves. There is no need to keep something in your closet any longer, when you can buy something equally as nice to replace it for less than the cost of the previous garment.
For more information check out Nymag and their article on fast fashion and how America loves it:
“According to a new book by Elizabeth Cline,Overdressed, Americans spend a lower percentage of their income than ever on apparel (an average of $1,700 a year, per household), but own more clothing items than previous generations. In other words, our closets are bursting with cheap crap, but we knew that already.”
More at: NyMag