LONDON, UNITED KINGDOM
by Shanice Goodridge
Since 2008 there has been a clear shift in the way that we are spending. From everyday people in the streets to various media articles you cannot escape feeling or hearing about the pinch. Emily Sheffield wrote an article in British Vogue on post-recession shopping and 'frugality and fashion', which seems to be the weirdest combination in our society sometimes, but in the current global economic situation it can be said that it might just be a perfect solution.
When it comes to fashion I have always felt that less is more, I have a taste for high end fashion but Zara is as good as any (think middle class dreamer, I'm saving for my first piece of Celine). However 'recommendations' were made within the article by Anita Borzyszkowska, previous vice-president of PR at Gap and now a freelance fashion consultant, and Silvia Agrestini, account director at Spring Studios, whose clients include luxury brands like Christopher Kane and Tod's, relating to the way they now approach their spending strategy. Both have a spend more buy less approach to their fashion buys which actually makes sense. As expressed by both women, I agree that cheaper clothes can lead to pieces becoming outdated and no longer wearable. Pieces can be very poorly made and overpriced for what they are. It makes absolutely no sense spending on ''fast fashion'' or high fashion unless they are of the best quality for the price, and as Anita say work hard to seduce me. I can say that there should definitely be a balance in what you are buying. Looking for statement pieces that 'will outlive the season' seems more appropriate than splashing out on a piece that will be here today and gone tomorrow. Trends are ok but over emphasis on them can damage the wallet and I think it is safe to say that not all of us can afford to do that.
Judd Crane, director of womenswear at Selfridges stated that they have noticed ''a new patience (amongst their customers) to wait for the right piece to arrive, especially for investment items. There is also more dialogue for bespoke and limited collections. In essence, people want to invest in pieces in a more thoughtful way.'' Ledbury Research released a recent report which suggests consumers are adopting a less is more attitude to shopping. Quality and good experiences matter more than short term "stand out" items. From custom made trousers in Dalston to reinvigorating our wardrobes, consumers have employed many techniques to economical spending and are seemingly more aware of there pockets. Living within your means has been a phrase I have had drummed in to my head, fashion is a perfect scenario to put it into action.
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