Not only does recession paves the way for frugal fashion statements and the neglect of ethnic models in bad economy, it also makes rich shoppers feel the "luxury shame" when splurging.
While shopping always involves guilt, the kind that makes the whole activity exciting thus the feeling of "guilty pleasure," it becomes plain odd guilt in times of recession. This overriding feeling of guilt is called "luxury shame," the one that makes wealthy shoppers feel bad when splurging despite that they still have the money.
Luxury shame has been identified by consultants at a global management consulting firm as the worst roadblock to the luxury fashion industry's economic recovery.
"Guilt has really increased in the last year. It can hamper any other good feelings," says one brand strategist.
As shoppers browse, select, and try on clothes, they feel good and get a high - like eating chocolate. But guilt sets in rather quickly.
"It's not very strong at the beginning but increases when you swipe your credit card through the credit-card reader." This guilty feeling is the same reaction from a smoker who has finished a cigarette.
Because guilt is running so high in these bad economic times and luxury shame is so strong a feeling to be ignored, shoppers try not to feel the guilt by avoiding stores that tempt them to buy.
To beat the luxury shame among consumers, fashion companies tackle the issue with equally intense psychological tactics.
One way is to catch costumers off-guard by putting new store outlets, expecting to not activate guilt among costumers when they go shopping in traditional stores. However, this solution seems to come up short.
"People are so disciplined, their super-ego tells them not to buy, and then they don't buy," observes an administrator for an Italian fashion group.
An alternative marketing strategy is through Internet shopping. While luxury shame is epitomized by walking around in a fancy store in shopping bags, online shopping portrays a different costumer behavior, that is,
"you take five minutes out at a specific moment of the day to get the things you need online."Then there's putting a charitable-giving component to shopping. To take away some guilt from purchasing products, a typical promotion may allow a buyer to donate 15% of their money to a sponsored charity when, say, they buy the new pair of shoes.
Lastly, there are companies that put emphasis on "guilt-free shopping," that is, buying products that do not harm the environment.
Do organic bras, eco-friendly shoes, and green clothing ring a bell?These seem to be effective strategies to beat the "luxury shame," although a person with oniomania (medical term for shoppaholic) may not be stopped by all the said guilt that comes with recession. Shopping, just like fashion, is inevitable. Because it is both a leisure and an economic activity, it will remain an act that forever shapes the world of fashion and the economy.
Labels: fashion crisis, fashion recession