Twirling Against The Fashion Cycle

Buy, buy and buy a bit more. While our own wardrobes are growing, the shelves in the shops are filled with clothes of new collections. The signs for a glutted consumer society seem pretty clear. This is why it’s about time to have a look at new solutions of shopping – without missing out the pleasure of new outfits.

For A Short Time Only

Actually, those sale posters never really disappear. Whether it’s after Christmas, during the summer break or throughout the year – the shops know exactly how to convince us to get all the bargains. Well, it’s a strategy, which has not evolved of the good will for the customers but of the space the stores need for the new collections. This means: some pieces – sometimes more, sometimes less – are constantly on sale. The real struggle comes from the numerous transition collections like pre-fall, resort or festive. Due to this brief schedule, a summer dress stays in the store for eight weeks on average – including the sale. What’s left after the last discount was simply produced in vain.

The Happy Purchase

As it happens, the labels are not the only ones who are responsible for the so-called “discount culture” and the overproduction of clothes. Researches showed that the human brain is longing for rewards. Apparently, buying nice clothes and accessories brings a lot of contentment. Therefore, people often tend to forget about the actual reason they buy something – it’s all about doing something good for oneself: “The brain of a consumer don’t asks whether we really need something but how the purchase gets us the right reward”, states consumer- and marketing researcher Hans-Georg Häusel in the German newspaper Die Zeit. However, nobody ever said that you have to buy the clothes to make your brain happy. Over the time, it would be difficult to wear so many clothes anyway.

As it happens, the labels are not the only ones who are responsible for the so-called “discount culture” and the overproduction of clothes. Researches showed that the human brain is longing for rewards. Apparently, buying nice clothes and accessories brings a lot of contentment. Therefore, people often tend to forget about the actual reason they buy something – it’s all about doing something good for oneself: “The brain of a consumer don’t asks whether we really need something but how the purchase gets us the right reward”, states consumer- and marketing researcher Hans-Georg Häusel in the German newspaper Die Zeit. However, nobody ever said that you have to buy the clothes to make your brain happy. Over the time, it would be difficult to wear so many clothes anyway.

The Alternative

Surprisingly, one of the alternative solutions is not far to seek: rental. For example, the Swiss online platform Peppermint Rent-a-Dress provides its dresses to the customers for four days. So whether you are looking for an evening gown, a business attire or a casual everyday dress, you can try out all of them anyway. As each design exists only once in every size, the chance that your cousin wears the same dress on your brothers wedding is quite little. Another advantage comes with the prices: compared to usual high-quality handmade gowns, they resemble sale offers. Ultimately, the label proves that you don’t have to wait for the newest collections all the time. It’s also not worth it to get carried away of every sale-mania – the next one is coming for sure. 🙂 In the meantime, let's put on your (red) dress and twirl around against the usual fashion cycle.

Text and Layout by Carmen

In collaboration with Peppermint Rent-a-Dress