A series of separate reports on millennials reached similar conclusions: They love to shop, even if they’re not buying—although plenty are buying, too. YouTube haul videos, which feature mostly teen girls posting their scores from shopping trips, have become so popular that the bigger names, such as Bethany Mota, are now bona-fide social media stars.
The Neurological Pleasures of Fast Fashion
Research shows that the brain finds pleasure in the pursuit of inexpensive things, and high-street chains and online retailers sites alike are cashing in.
In wealthy countries around the world, clothes shopping has become a widespread pastime, a powerfully pleasurable and sometimes addictive activity that exists as a constant presence, much like social media. The Internet and the proliferation of inexpensive clothing have made shopping a form of cheap, endlessly available entertainment—one where the point isn’t what you buy so much as it's the act of shopping itself.
This dynamic has significant consequences. Secondhand stores receive more clothes than they can manage and landfills are overstuffed with clothing and shoes that don’t break down easily. Consumers run the risk of ending up on a hedonic treadmill in which the continuous pursuit of new stuff leaves them unhappy and unfulfilled. For most, breaking the cycle isn’t as easy as just vowing to buy nothing. It’s no accident that shopping has become such an absorbing and compulsive activity: The reasons are in our neurology, economics, culture, and technology.
Shopping is a complex process, neurologically speaking. In 2007 a team of researchers from Stanford, MIT, and Carnegie Mellon looked at the brains of test subjects using fMRI technology as they made decisions while out buying clothes. The researchers found that when they showed one of the study’s subjects a desirable object for sale, the pleasure center, or nucleus ambens, in the subject’s brain lit up. The more the person wanted the item, the more activity the fMRI detected.
From left: activation in the nucleus ambens (pleasure), medial prefrontal cortex (cost-benefit analysis), and insula (pain and disgust). (Courtesy of Scott Rick)
The researchers then showed the subject the item’s price. The medial prefrontal cortex weighed the decision, as the insula, which processes pain, reacted to the cost. Deciding whether to buy put the brain, as the study put it, in a “hedonic competition between the immediate pleasure of acquisition and an equally immediate pain of paying.” The mindset is in line with evidence that shows happiness in shopping comes from the pursuit of goods—from the sensation of wanting something.
While pleasure kicks in just from the act of looking, there’s also pleasure in purchasing, or more specifically, in getting a bargain. The medial prefrontal cortex is the part of the brain that does what’s essentially cost-benefit analysis. “It seemed to be responsive not necessarily to price alone, or how much I like it, but that comparison of the two: how much I like it compared to what you charge me for it,” says Scott Rick, one of the study’s authors, now an assistant professor of marketing at the University of Michigan.
It's what’s called “transactional utility” says Tom Meyvis, a professor of marketing at NYU’s Stern School of Business and an expert in consumer psychology. “You see this a lot with clothing,” he says. “Part of the joy you get from shopping is not just that you bought something that you really like and you’re going to use, but also that you got a good deal.”
If seeing items you want and getting a bargain both elicit waves of shopping joy, you couldn’t engineer a more pleasurable consumer culture than the modern, globalized West.
Fast fashion perfectly feeds this neurological process. First, the clothing is incredibly cheap, which makes it easy to buy. Second, new deliveries to stores are frequent, which means customers always have something new to look at and desire. Zara stores famously gets two new shipments of clothes each week, while H&M and Forever21 get clothes daily. These brands are notorious for knocking off high-end designers, allowing the customer to get something at least superficially similar to the original at a small fraction of the cost, and they’re priced lower than the rest of the market, making their products feel like a bargain.
The low costs mean people can buy things they don’t need without much thought. If a $30 dress or shirt drops to $20 or $15 on sale, it’s practically irresistible. That hedonic pleasure center in your brain lights up, with the price causing little competing pain.
Shoppers love a bargain, and fast-fashion collaborations with designers draw big crowds looking for high design at low prices. (Reuters/Christian Charisius)
The only way to turn a profit selling clothing that cheap is to sell a lot of it. That’s exactly what fast fashion has been doing, and making huge profits in the process. The Zara cofounder Amancio Ortega is recognized by Forbes as the “world’s richest retailer.” Sweden’s wealthiest person is Stefan Persson, chairman of H&M. Both their companies continue to grow.
Mid-market and luxury brands play off consumers’ desire for a bargain as well, with many seeming to be perpetually holding sales. To facilitate the frequent markdowns they offer, several now inflate their initial retail prices. They’re able to protect their margins and let customers believe they’re getting a deal, enticing them to buy more.
Overall, clothes have been getting cheaper for decades, ever since apparel manufacturing started moving to developing countries, where production costs are significantly lower. In the U.S., the world’s largest apparel market, 97.5 percent of clothing purchased is now imported, according to the American Apparel & Footwear Association. That percentage has risen steadily for years. As recently as 1991, it was just 43.8 percent.
The spread of fast-fashion chains has helped spur the process. Zara, which pioneered the fast-fashion model, opened its first U.S. store in 1989, the same year that the U.S. chain Forever 21 opened its first location in a mall.
Data from the U.S. Bureau of Labor Statistics’ Consumer Price Index, which measures the change in U.S. retail prices, shows that while retail prices of goods overall have gone up, clothing prices have generally decreased.
Data: Bureau of Labor Statistics
This means Americans are able to buy more clothing, and as incomes have increased overall, they spend less of their money on it.
Indeed, clothing accounted for 14 percent of Americans’ total discretionary expenditures in 1901, had decreased to 10.4 percent by 1960, and then plummeted to just 3.1 percent in 2013, according to the Bureau of Labor Statistics.
Spending on Clothes as a Share of Total Spending
Data: Bureau of Labor Statistics
These conditions make it easy for people to buy things they don’t need or even really want. One email survey of American women found that those who responded owned an average of $550 of unworn clothes; and the Council for Textile Recycling estimates that Americans throw away 70 pounds of clothes and other textiles each year.
In 1991, Americans purchased an average of 40 garments per person, according to the American Apparel & Footwear Association. In 2013, it was up to 63.7 garments, down from a peak of 69 just before the recession. That means that, on average, Americans buy more than one item of clothing each week.
The consumption isn’t by any means limited to the U.S. Women in Britain, for instance, now own four times as much clothing as they did in 1980. This glut of clothing is having effects beyond stuffing our closets. About 10.5 million tons of clothes end up in American landfills each year, and secondhand stores receive so much excess clothing that they only resell about 20 percent of it. The remainder is sent to textile recyclers, where it’s either turned into rags or fibers, or, if the quality is high enough, it’s exported and cycled through a cutthroat global used-clothing business.
Determining exactly how much time people spend shopping for clothing isn’t simple. The U.S. Bureau of Labor Statistics conducts an American time use survey, but clothes shopping is lumped in with shopping for everything else except groceries and gas. It is clear, however, that more and more Americans are shopping online, and early evidence suggests that they are shopping more often. Andrew Lipsman, vice president of marketing and insights at the Internet research firm ComScore, says that mobile shopping in particular has “exploded.”
Mobile, in fact, is now the primary way people buy online, and one ComScore study on mobile shopping in five key European countries found that purchases of clothing and accessories led all other categories. A forthcoming report from the firm about the way people shop on mobile found that in January 2015, Americans spent about three hours over the course of the month shopping on phones and tablets. That was up around 3 percent compared to the same period the year before, and it doesn’t include the amount of time they spent shopping on computers or in physical stores.
Lipsman points out that this mobile browsing didn’t necessarily lead to purchases. Browsing is also about research and entertainment. “It is more than just transactional,” he says.
It isn’t restricted to e-commerce sites either. “One of the platforms that I think is really interesting right now is Pinterest, in part because people browse it for entertainment when a lot of the content is retail content,” he says. Pinterest’s own growth has been massive. In the last six months of 2014 alone its active users grew by 111 percent.
The obsession with looking at products, even if no purchase is intended, is especially prevalent among Millennials, the generation that grew up in the age of the Internet. A report by the Urban Land Institute, a nonprofit focused on responsible land use, concluded that 45 percent of Millennials (called Generation Y in the report) spend more than an hour each day looking at retail sites.
“Half the men and 70 percent of the women consider shopping a form of entertainment,” the report explained. “They are researching products, comparing prices, envisioning how clothing or accessories would look on them, or responding to flash sales or coupon offers.”
A series of separate reports on millennials reached similar conclusions: They love to shop, even if they’re not buying—although plenty are buying, too. YouTube haul videos, which feature mostly teen girls posting their scores from shopping trips, have become so popular that the bigger names, such as Bethany Mota, are now bona-fide social media stars.
Studies of how the Internet plays into compulsive buying are in their early stages, but the evidence so far suggests there may be a link. One small study published in 2009 noted a “linear relationship” between online shopping and compulsive buying. Another 2014 survey of shoppers in the UK concluded that the “new shopping experience” offered by e-commerce “may lead to problematic online shopping behaviour.”
One of the few relevant longitudinal studies on compulsive shopping, published in 2005, looked at the way East Germans integrated into Western society after the fall of the Berlin Wall. The study found that, as East Germans settled into Western consumer culture, they showed a “marked increase” in compulsive buying. The authors concluded that postmodern consumer societies “create an atmosphere which supports the rise of compensatory and compulsive buying.”
April Lane Benson, a psychologist and the author of To Buy or Not To Buy: Why We Overshop and How To Stop, specializes in treating compulsive shopping. When she describes the reasons for people constantly browsing as entertainment, she makes it sound like an existential crisis.
“I think that it has something to do with the pace that we live our lives at and the paucity of time that so many of us spend in pursuits that really feed our souls,” she says. “Shopping is a way that we search for our selves and our place in the world. A lot of people conflate the search for self with the search for stuff.” Shopping therefore becomes a “quick fix,” as she puts it, for other problems.
There has been a backlash against what some perceive as mindless overconsumption. In the past few years a “slow fashion” movement has emerged which emphasizes buying less clothing and sticking to garments made using sustainable, ethical practices. The recent book by Japanese organizational guru Marie Kondo, The Life-Changing Magic of Tidying Up, has led to what’s been described as a“cult” of decluttering, with her acolytes boasting of shedding piles of clothing.
Donated 30 giant bags of clothes & feel MUCH better! RT A Therapeutic Approach to Closet Cleaning That Actually Works http://t.co/0O3GliLT8P
— Hillary Kerr (@hillarykerr) March 13, 2015
The Internet is also full of articles and blog posts by parents trying to raise kids with non-materialistic values, as well as blogs by recovering shopaholics.
So let’s take a breath here. Residents of industrialized societies are not all doomed to endless “compensatory” shopping just because our brains seem to enjoy it and our cultures are set up for it. The five-minute break from work you take to look at clothes doesn’t necessarily mean you’re searching for your identity in a pair of pants, or that you’re trying to fill a void.
The evidence does suggest, however, that shopping has taken on a new role in our society and in our lives. It’s no longer just a transaction, a way to procure necessities or luxuries, but rather has become an end in itself. It’s a leisure activity, much like watching TV. It’s consumerism as entertainment.
To price used clothes, total all of the costs associated with acquiring the clothes, set your profit margin on top of those expenses, and list your prices. You can change prices over time to increase sales or profit margins.
- How do I start selling clothes online?
You can start selling clothes online by launching an ecommerce store with a platform like Shopify. Determine which clothes you will sell, add the products to your website, and set up your payment portal so customers can make and pay for purchases. Then you have to fulfill the orders or enlist a third party to handle fulfillment for you.
The best site to sell clothes on is Shopify. Shopify is an easy-to-use ecommerce platform you can use to build your store and start selling your products. There are plans at different price points with different features to meet your business’s needs at any stage of growth.
The best app for selling clothes is the Shopify mobile app. You can browse the Shopify App Store to find apps to sell new and used clothing. Other apps to help you sell clothes include print on demand apps, shopping apps, marketplace apps, social media apps, and niche apps.
To price used clothes, total all of the costs associated with acquiring the clothes, set your profit margin on top of those expenses, and list your prices. You can change prices over time to increase sales or profit margins.
We’re an Australian-based gym apparel brand formed in 2009, offering clothing created by lifters, for lifters.
CHECK OUT THE WORLD'S BEST GYM CLOTHES & ACTIVEWEAR ONLINE AT RYDERWEAR
We’re an Australian-based gym apparel brand formed in 2009, offering clothing created by lifters, for lifters.
We were born from a vision of becoming a dedicated brand for hardcore bodybuilders, offering functional and fashionable gym clothes that fits their physique. As we grew from garage to global brand, we’ve become a household name in the fitness world, inspiring lifters of all levels to discover their strongest self.
We make workout clothes to empower people to live their best life through fitness. Every single one of our activewear products is designed by our in-house fashion team, who are dedicated to sourcing the latest innovations in fitness apparel - from sweat-wicking fabrics to contouring panels that empower you to wear your curves with confidence.
Each element of our active wear has been carefully designed to level up your performance in the gym - we sweat the small stuff so you can lift big. The lightweight fabrics chosen are for lifting heavy, created specifically for bodies built in the gym (or the ones about to be). Every stitch is sewn with the squat rack in mind, offering a distraction-free workout so you can go your hardest without anything getting in the way. Our clothing is cut to flaunt your hard-earned physique, because we believe you should celebrate your curves (and if you look good, you’ll lift even better).
Created to last, from the highest-quality materials, from leggings to weightlifting shoes, our gym clothes are strong as you are. From heavy squats to sweaty cardio, we’ve got you covered with gym wear for every lift. Our activewear also reflects the latest trends & styles, seamlessly blending fashion with function to bring you training apparel that empowers you to stand out when you sweat.
But we’re so much more than just the products we make.
Ryderwear also represents a way of living, a philosophy and a feeling
Wearing Ryderwear says that you are not only serious about lifting, but part of an inclusive global community continuously searching for self-improvement, with a relentless, stop-at-nothing attitude towards fulfilling your ambitions. We believe that fitness is not just about healthy muscles, but also a healthy mind. That’s why we’re on a mission to support our community in finding their next level, whether that’s an extra rep, an extra sweat or that extra sense of self-confidence.
We’re also on a mission to show that anyone can be a lifter. Whatever your level, your identity, your background - the gym is a space where everyone belongs, and everyone should feel at home in the squat rack.
If you’re ready to join the Ryderwear family and take your training to the next level, take a look around our website and discover our wearable motivation. Your best life begins here.
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Feeling cozy with soft textured sweaters.
Defining Fashion Forward At Heavenly Couture, we are always on top of the latest fashions ruling the streets. We know what’s high in demand, what’s hot, and what’s fresh, and we strive to bring it all to you. Our goal is make all our customers best dressed and completely stylish! Whether you’re looking for a new outfit to wear to a date, want to indulge in some good value fashion shopping, or need a new pair of earrings just because – you’ve come to the right place!
We offer inexpensive bras, because we understand just how expensive it can be to find underwear you love at a price you love. We offer you discounts on name brand products since we buy in bulk and negotiate lower prices from the designer. We have affordable bras in a variety of sizes and styles. You can even find matching panties!
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We offer inexpensive bras, because we understand just how expensive it can be to find underwear you love at a price you love. We offer you discounts on name brand products since we buy in bulk and negotiate lower prices from the designer. We have affordable bras in a variety of sizes and styles. You can even find matching panties!
When you want deals on bras, shop at Cheap Undies first. With our daily deals you to score your undies for less than our already low prices. With the $5.00 flat shipping, you can order as many items as you want without worrying about an excessive shipping charge. Make Cheap Undies the first place you look for cheap bras online.
When you want inexpensive bras, take a look at the wide variety of styles that we offer. We work continuously to find and negotiate for the best deals and we update our stock on a regular basis. Keep coming back as our inventory of affordable bras keeps changing. We also offer deals on men's underwear to make it easy to save on a gift for one of the guys in your life. Take the time to browse our entire selection and score some big deals on the items you need.
Whether you are in search of a cheap bra or swimwear, we have the products that you need for your wardrobe. The low prices we offer mean that you can save money on any undies or similar items that we offer. Take the time to browse our selection of lingerie and other clothing. Then place your order today.
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Some of the store’s biggest selling items include Tu Clothing boots, swimwear, women's clothes, and handbags. From the kid’s section, shoes and school uniforms are popular choices.
FAQs with Tu Clothing
Does Tu Clothing offer free delivery?
Tu Clothing does not offer free home delivery at this time. If you want home delivery or next delivery, there will be a small fee to pay. However, Tu Clothing does offer free delivery for all Click and Collect orders for orders over £20. For more information, please visit the Tu Clothing website.
When does Tu Clothing have sales?
Tu Clothing holds many sales throughout the year. Just check the Tu website and you might find a Tu Clothing 25% off sale or better. However, if there isn't a sale happening, you can still enjoy savings with our wide selection of Tu Clothing discount codes and vouchers.
Does Tu Clothing have a student discount?
Tu Clothing currently does not have a student discount. However, they often have many sales throughout the year and they offer a large variety of discount codes and vouchers. Check out our page to see the latest and most up-to-date discount codes and vouchers for Tu Clothing and save on your next purchase today.
Selling's super-easy with ThredUP. They send a "clean out kit" (a.k.a. an empty bag) so all you need to do is fill 'er up and leave it out for the mailman (it ships back free!), and they'll take it from there. The convenience means that sellers take a lower cut, earning a maximum of 80% of the resale price, but the no-fuss process makes it super easy for busy girls. ThredUP's biggest selling point for buyers is the huge inventory. They list more than 5,000 items each day including a rad handbag section that just launched yesterday.
In addition to accepting clothing trade-ins at their stores, Buffalo Exchange also has an sell-by-mail program. Upon request, they will send you a prepaid shipping bag that fits up to 40 pieces of clothing. They will email you with an update of what they're able to purchase, at which point you can choose between a store credit, check, or PayPal payment. If you take a check/PayPal payment, you will be offered 30% of the item's selling price. If you take a store credit, you will receive 50%. For reference, they're interested in men's or women's designer clothing in like-new condition.
As the name suggests, Rebag is an online store dedicated solely to selling handbags. They're interested in designer items, and their featured brands include Balenciaga, Tom Ford, Versace, Givenchy, and the like. If you have a designer bag like this that you'll willing to part ways with, all you have to do is submit a few snaps of the bag on their site. Within two business days, they'll email you a quote. If you accept, they'll provide a prepaid shipping label. Once Rebag receives the bag, your payment will be issued within three business days. Rebag also has physical locations in select metropolitan areas, including Beverly Hills, Los Angeles, Miami, and Manhattan where you can sell your bag directly to them, no USPS required.
