Watch, but do not touch: How we became foxy-players
Olesya Iva
Every day we have to choose and spend - and sooner or later high prices begin to cause rejection, especially at the time of economic crises. Suppose mature and wealthy buyers do not experience the deepest stress from the price tag on a Carven dress of 30 thousand rubles, but for the mass consumer such a thing has long remained just an object of desire, and more often - irritation. A third, it seemed, was not given. But here came another option - observation.
The mass market has become smarter: gone from a simple replication of design ideas and began to use expensive materials. For example, H & M launched an eco-line of clothes from natural and technological materials, shoes from Topshop do not seem to wear off for years, Uniqlo was long ahead of everyone in price, quality and technology, and Zara has been releasing shoes from competitive natural skin. So, this season, birken stocks and reptile skin slipons appeared on their shelves. On the reverse side, luxury stamps began to stamp the same pink, dimensionless coats, and all iconic things (for example, the Prada bag) go out of fashion as quickly as they enter. In fact, for a certain segment of buyers, the luxury begins to function as a mass market, just very expensive: it seems that you are being offered a unique thing until it appears on dozens of people from your environment.
All this led to the fact that over the past five years, society has developed from fast fashion to conscious purchases. To describe the current consumer trend of generation Y (and these are two billion people on the planet), there is already a term - Foxmere, from faux - "fake" and consumerism - "consumption." This is the direct answer of consumerism philosophy of the zero - "I look, but I do not buy." The generation of "window shoppers" that make up the whistles, but postpone the purchase for tomorrow, buying things only for urgent needs. We are not so rich, but we managed to fill the wardrobe with incompatible purchases, were too tired of advertising to want to buy again and again. In the end, we already have almost everything, but the cabinet is not rubber.
You are a fox user, if you go to the malls just wander around
You are sure to be a foxyist if you go to the malls to just wander around without making serious purchases. You are a fake user, if you look at consumer listings without following links, or simply surf the online stores out of sheer curiosity. If you still add items to the basket, then, most likely, you never order them: “put off” another spectacular thing that you most likely would wear a couple of times - in some sense, the act of owning it. All these actions are distracting and entertaining, like real shopping, but do not require much effort and expense. This is how to hang on one channel and look into the void.
Jamie Gutfreund, Strategic Director of The Intelligence Group, a business analyst, said: "This is not the death and market crash. This is a departure from outdated ways of doing business in a transitional and changing society. After the economic downturn, people are used to spending money carefully and nobody is in a hurry part. These customers sleep with their phones - so in a matter of seconds they get access to the best offers at any time of the day. " Generation Y is not in a hurry to follow the first sentence, but prefers to think. Or dream.
This is where the trend of the fashion industry for infantilism appears - behind it is the desire to influence the most receptive young generation, which still has to spend. For the rest, who still want to identify themselves through clothes and look original, it remains to look for little-known brands, new names, flea markets, and also to carry out audits of parental clothes. Therefore, the appearance in Russia of stores with affordable clothing by young designers would be logical, as well as a more meaningful attitude to vintage. Not to mention the success of the vintage hypermarket here, where you can buy rare clothes and furniture at affordable prices. For a sample, you can take the American brand Anthropologie (a senior relative of Urban Outfitters) - their new three-storey store in the UK is in incredible demand. An exit could be the emergence of small private shops, in the way of which stands a terrible bureaucracy, but which are so needed. After all, the atmosphere and personal approach will come many. The return of tradition and service would draw the attention of people not only to the shop windows, but also to some kind of adventure inside the store - maybe this is the way out through the souvenir shop.