A moment on the hips a lifetime on the tip
The two things everyone thinks about each morning are A) What am I going to wear today? B) What am I going to eat?
You may have heard these common phrases "You are what you eat" and "We communicate who we are through clothing, it's our personal brand". It's not unrealistic to say many of us lead busy, demanding lives. So, when we're running around in the morning; getting the kids ready for school, tidying the house or simply getting yourself dressed for work, we often opt for connivence - fast food and fast fashion.
It's time we gave as much thought into what we put on our bodies as we do what we put in our bodies. If you're buying a pair of jeans from Primark that cost as much as your lunch; roughly £10 you need to ask yourself why? why are my jeans so cheap?
So, what is the psychology behind fast food and fast fashion, why do we continue to return to it?
Probably one of biggest factors associated with buying fast food and fast fashion is cost. Low prices minimise the worry associated with parting with your hard-earned money. Filling your baskets with a bunch of cheep dresses and t-shirts automatically makes you feel like you're getting value for money. It's the same with fast food, order at the counter and no doubt you will be asked "Would you like to go large for an extra 50p?"...you will always go large!
We live in a world of convenience, I want to watch a film - Netflix, I'm hungry - Ubereats, I need an outfit for the weekend - same day shipping!
There is no reason for us to wait for anything these days. Part of the reason that convenience influences us so much is that we have low impulse control. This is because the part of our brain that controls our reward and pleasure centres; dopamine, affects your brain's decision making abilities.
Are you a shopaholic? Do you have an addiction to shopping? Do you have an addiction to McDonalds or that golden crispy chicken?
There actually is such a thing as "Retail Therapy" technically known as Compulsive Buying Disorder, it's experienced as an irresistible, uncontrollable urge that results in excessive retail activity. This is typically prompted by negative affectivity in your life. Feel sad, buy a dress. Had a bad day, drink a glass of wine. Hungover, eat a burger. Most of the time in that order.
Passing those golden arches on the motorway, walking by a brightly lit H&M store. It's like you get hypnotised by branding.
Fast Fashion retailers such as H&M & Zara, have adverts that look like they're promoting high end fashion but it's not. It's low cost fashion, sweatshop made and then branded in a way that makes you feel like you're an independent women who can spend her moneyz on whatever she wants and what she wants is that fabulous dress. Tell me I'm wrong?
We'll finish this article with the perfect quote from Livia Firth:
"Fast Fashion is like fast food, after the sugar rush it just leaves a bad taste in your mouth"