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In The Purchase-To-Noise

The pace of fashion has increased so that clothing is always more to the fast consumer goods: we Buy so much as never?

The handbags with the big yellow “M” were served by the Models on plastic trays, a cell phone case had the shape of a French fries bag, evening dresses were made of oversized Chips and crack packages laced – what is the American Designer Jeremy Scott. in his first collection for the Italian Label Moschino, was celebrated in the spring of 2014 as a funny stand-up homage. In retrospect, however, it was also a pretty good parable on the fashion industry, which tends more and more for a quick tasting of appetizers.

In addition to the main collections, there are now Between and all kinds of special collections, get up to 24 deliveries some stores per year. But really sick of the customers do not seem to be still, and wait like you do not already have. Moschino was the first Label that sold some of the parts of the fall collection straight from the catwalk away instead of six months later. Obviously with success: In the case of the current are, for example, have at Tommy Hilfiger, Tom Ford and Burberry, the complete collections immediately to Look for the coming spring. You have to bring the stuff to the people, as long as they are still fresh and crispy.

It’s not often that fashion people are of one mind, but a Trend can be just a few all of them: The Mode has reached in the last years an incredible pace. Always new things are coming in ever-shorter intervals – thus more and more is bought so the calculus. But it also goes on?

At least we can say we have never possessed so much clothing as it is today. The Germans are currently buying up to five new items of clothing per month, 60 per year. In the Western world, you are in good company: In America, there were in 1991 an average of 40 new articles per capita, in 2013 the number was already 64. British women have four times as much in the closet as in the eighties. Too much? At least more than a single person can regularly attract. According to a Greenpeace survey, 2015 will be borne by the 5.2 billion items of clothing in German-in wardrobes, a good two billion “very rarely or never.” This is around write my essay forty percent, and anyone may now browse mentally through his Two – to Five-doors in the bedroom to check if he has a similar balance sheet.

In fact, it has changed our shopping behaviour by the Fast Fashion phenomenon. Never trendy fashion was so cheap. H&M, Zara, Mango and the Irish newcomer Primark have flooded the market with cheap cloth, with T-Shirts for € 4.99 and dresses for $ 19.99. The phrase “I guess” fell earlier, when at Ikea, a pack of tea lights in the shopping landed on the car. Today it is the fifth scarf, the “relaxed skinny” instead of “extra skinny”Jeans, everything article Entrainment. The expenditure for clothing increased in recent years, nevertheless, they are relatively lower than in the past: we gave at the beginning of the Seventies approximately ten per cent of our total budget for clothes and shoes, were it in 2015 by only five percent. We buy more and spend less. So shopping is in our brain especially good.

A study by the Stanford University and the Massachusetts showed in 2007, that the sight of a coveted garment stimulates the reward centre of the brain, similar to Sex or drugs. The researchers showed the test subjects then the price of the article – a consideration that is correlated according to Scott Rick, one of the study leaders, with our pain center. “The higher the price, the greater the sensation of pain,” says Rick. A supposed bargain, or a relatively good price an even bigger feeling of happiness, a double noise create. To see “is especially interesting: The actual Kick, we seem to feel during the Kaufakts,” says Rick. After that, the effect of a laminate, similar to drugs, in and out fast. Many would be downright addicted to the next good catch. This could explain why many people believe that they constantly need new stuff – you but afterwards, unworn in the closet in the dumps.

The Germans treat the dresses, in the meantime, as a disposable commodity, says Kirsten Brodde from Greenpeace. “If everything is so easy, it will not be appreciated.” About half of the respondents had never brought clothes to the tailor. Most of the stuff will eventually end up in the trash or in the dress box. Would be discarded often, what not to like and not up-to-date.

In the nineties, it was not worth it simply to race constantly in the same business: The collections were there for months, always the same. In the summer, the stuff in the show-window were not protected often from films, so you yellowed – today, an almost absurd notion, the brand new parts, but literally quickly away from the window.

Fashion has become a consumer product with a limited shelf life. The Trend of today is tomorrow of yesterday. And this applies not only to cheap fashion, but also for the fur-lined 800-Euro-loafers, which are theoretically long-lasting, fashionable but quickly expired. Once you have been feeding properly, you quickly get used to the new variety.

Even Chanel is bringing out instead of two, in the meantime, six collections per season, plus Haute Couture. Again and again we, the designers, the time for really creative collections is missing. “If you can’t keep up, leave it,” said Chanel Designer Karl Lagerfeld last year, the British Vogue. The man who designs by the way, for Fendi and his own Label, is one of the few not moaning about the new pace of the industry. The Northern Irishman Jonathan Anderson, one of the biggest new talents, is currently for a period of twelve collections responsible, for his own Label, J. W. Anderson and for the Spanish luxury brand, Loewe. For him, the Whole thing was one thing above all: completely normal. “We are in the year 2016,” Anderson says. “The whole of life has become faster.” Significantly, both he and Lagerfeld himself almost always wear the Same thing, while designing for a company, the dressed-up constantly.

The Daily Mail brought in February a message about Kim Kardashian, not because you have something New, but because they contributed nothing New: she was in the same black Outfit as on the previous day on-the-go scandal! On the other hand: when you appeared self-actually, the last Time twice in a row in the same things to school or work? Even if you would not have been ready for the Laundry? Sociologists speak of the “life style society”: What we want about us statements we do today, in the first line on any of the products we consume. Especially in adolescents, it was observed, says Philipp Ikrath by the Institute for youth culture research in Vienna. “You can communicate more effectively through images and symbols, the Look is most important to you.” This is also why Instagram is so successful, the photo App is a single life-style-display control-channel. Who wants to compete here, it must be able to produce something. According to the German youth Institute, 60 percent of the young people, almost of your money on loved ones for clothes.

How blessed is the power, we are living in the advertising is always impressive. “Shout happiness!” was a campaign of the Online store Zalando, in which a woman freaks out almost with joy, as your shoes arrive. Consumption today plays a much larger role in our lives than in the past. Because family, associations, and Church lose their importance, many people are looking for new identity – or community pen at the end of things, and believe to find this more and more frequently in the consumer, observing sociologists. Who wants to reward themselves, to treat themselves to something. Who is in a bad mood, indulges in only the right something. Shopping has become for many a long time to pass the time, and the continuously open Internet has accelerated the development.

Nearly half of American Millennials, today’s 17 – to 36-Year-old, spends according to studies, more than one hour per day, products to look at in online shops suit. Half of the men and 70 percent of women also, browsing and Shopping is a Form of Entertainment. With your smartphone you can enjoy your Hobby even easier: Americans use their cell phones five hours a day, in Germany there are on average 2.5 hours. Long fashion companies develop their Online stores not primarily for websites, but for the Mini-screens. In the case of Yoox, Net-a-Porter, the largest Online luxury retailer, are already made almost 40 percent of the sales by “Mobile Shopping”. Rather unlikely that one meets well-considered purchasing decisions.

“Shopping has become easy,” says Scott Rick, at the time of the study, WITH supervisedand today, Marketing at the University of Michigan taught. “Everything you see, is just a click away. This increases the risk to constantly buy much.” Thanks to the Instant-payment service Paypal you do not need to dig out once more constantly to his credit card. Would shop again a little more painful and time-consuming, would strike people less automatically believe Rick. Studies show that much less money to spend, who pays cash instead of with credit card.

Maybe a needs to be but also just a little sick of all the fast food. In fact, a lot of people complain in surveys already, you are unhappy with your crowded cabinets, and the unused stuff. You begin to clean out and sell – mostly to buy with the proceeds from a new set of clothes. Unfortunately, just discover as many of this model that Thrift stores are drowning in discarded things. Only half will find a new buyer.

And what if we could not continue to constantly wear new things, but not necessarily our own? Possession is, in many areas, always relative. Cars are shared, music, and movies just borrowed – Kirsten Brodde from Greenpeace maintains that attitude in the fashion world for a promising future. This would be the so-called Kleidereien, which function like libraries, with Apps, the private people and their products on time together, and Online Stores, which give, for a fee, or even Fashion-flat rates similar to Netflix. Long in the closet, the stuff would rot, at least the owner will remind us of the fact, if the loan period has expired.