Retail therapy gets a mindful makeover post pandemic

FT NEWS

There’s no doubt that we all have teased our propensity for online shopping during the lockdown life. In the whole of India, the majority of shoppers had indulged in “retail therapy” to boost their hormone neurotransmitters and feel happier through shopping local products and also getting to know more of the e-commerce portals out there for ready-to-wear and other various needs. During this long period of the pandemic crisis, all the ways we’d been doing it wrong till now got highlighted. People started realizing that buying something new may make you feel better for a short while but it won’t make the real issues, the troublesome complications go away that are unfortunately getting more strength due to the pandemic. On one hand, many brands had begun fuelling the "sustainable approach", encouraging local artisans to attract more consumers towards better choices in life. On the other, global platforms started spotlighting “dopamine dressing” on the radars of luxury merchandisers. Earlier, a bright neon palette was associated with 'cheering up' and 'vibrancy' in the environment. However, this time around, brands and retailers have betted on the long-running horse and are sticking to bolder colours in fashion.

Dopamine dressing – Does it help your "happy"?

Industry experts are noticing a dramatic change in consumer demands for more exciting and bolder, brighter colours with striking prints and patterns. Bold-coloured tie-and-dyes are the Uber cool expression of fashion nowadays. Neon colours with different statement accessories, and with Chanel going all metallic through its new handbags collection, there are a lot of feisty colours to go around. Fashion is definitely cheering up the buyers’ moods by implementing “dopamine dressing” to the core. The recent fashion week going on in Paris also showcased bright metallics with bold shiny embroidery and quite extravagant silhouettes lending the trend a much-anticipated psychological aspect.

A therapeutic and emotional boost

Fashion seasons revolve around certain styles from time to time, gradually touching base with each one intermittently. This time, the creative minds have displayed as well as picked up on the consumers' behaviours about celebrating life to the fullest. They have created collections that stimulate more energy and spunk through their clothes. Appreciating life and what we hold true in the current times has been expressed through freedom, and also through vivacious forms of art and creativity by dressing up bold, dressing up to be seen, and dressing up to radiate life outrageously.

Sensitive shopping habits

International fashion is becoming outspoken and loud with incorporating bold colours in all the latest styles. However, on the other side of the coin, the minds of consumers are being more inclined towards the right and meaningful choices in their daily lifestyles. Many ready-to-wear brands are turning organic and sustainable. Beauty brands too are respecting the cruelty-free, vegan ideology in manufacturing. Packaging and delivery portals are being mindful of their material usage, reinforcing recycling overall. This has brought forward a different mindset that is more ethical and encouraging towards environment-friendly options and choices. The phrase "different times need different measures" has been proven in the post-pandemic period where many fashion experts are exhibiting their concern by supporting wear-and-repeat, exploring garment rentals, and giving due credits to the vintage shopping culture. More than anything else, everyone is seen taking the right steps towards our planet's plastic problem.

The more 'enlightened' retail therapy

Imbuing our brains by adding value and gratification from our “retail therapy” practices, making the best use of online opportunities is something that’s completely in our hands. The issue of impulsive spending usually has window shopping as the solution. In the same way, impulsive retail therapy can be turned into strengthening our dose of dopamine by making conscious buying choices.

Your contribution to combating global warming and environmental issues can be done by the right kind of consumption in your daily lifestyle. The act of buying is not as much fun as the act of saving can be if people change the perception of retail therapy in their minds. In simple mathematics, the physiological benefits of buying can minus the impact on the environment as we keep making the right choices of saving. And this equation will be equal to gaining the self-affirmation of being in control of bringing meaning to today’s crises and challenging times. There’s truly science at work in retail therapy with altruistic rewards that boost our well-being.

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