Constantly buying clothes

More and more people are purchasing clothes they don’t need just to chase the latest fashion trends. Interestingly, we all think our shopping decision is rational, but the reality is completely opposite. Fashion consumption is irrational and is driven by our excitement and pleasure. It really hard to say ‘’no thank you’’ to a sales pitch. Everywhere we see signs ‘’discounts’’, ‘’last sales’’, ‘’70%’’. We think we have to have it, this is the ultimate opportunity, but the truth is it isn’t. There will be some other discount next month. By constantly buying clothes we want to set our status. It is fascinating that more than £30bn of clothing are sitting in wardrobes across the UK and that they haven’t been used for over 12 months. To change this we have to reduce irrational consumption and think about ethical consumerism. Next time you go shopping ask yourself: Do I really need this? What is the impact of my irrational buying clothes?