Retail Psychology: The Tricks Fast Fashion Brands Use to Keep Us Spending
In today’s fast-paced world, it’s easy to turn to online shopping for a quick pick-me-up on a bad day. However, this reliance on the thrill of purchasing something new is exactly what fast fashion companies thrive on. Not only does this constant spending hurt our wallets, but it also has a harmful impact on the environment. In the final part of our series on the psychology of shopping, we spoke to Venetia La Manna, a fair fashion campaigner, about the tactics used by fast fashion brands to keep us spending.
The Need for Speed
One of the main techniques used by fast fashion companies is creating a sense of urgency in their customers. According to Ms. La Manna, websites and social media pages are designed to give off a sense of immediacy, making customers feel like they need to buy something before it’s gone. This prevents them from taking the time to consider whether they truly need the item. Additionally, these companies keep a close eye on trends and release products quickly to encourage customers to make impulsive purchases.
This sense of urgency extends beyond online shopping to physical stores as well. Ms. La Manna explains that retailers will often make their floors slippery, making it easier for customers to quickly navigate the store. Loud music is also used to create a frenzy-like atmosphere, encouraging customers to buy more.
Catering to Customers’ Desires
Fast fashion companies also utilize highly advanced search engine optimization techniques to determine what their customers are looking for and push those products to the top of their pages. They also collaborate with popular online influencers to promote their products, making it easy for customers to buy the same items with just a few clicks.
Affordability is another key factor in encouraging customers to make impulsive purchases. By driving prices down to extremely low levels, these companies make customers feel like they are getting a great deal, often cheaper than a sandwich or a coffee.
The Physical Store Experience
Physical stores use various techniques to entice customers to buy as well. Ms. La Manna points out that the temperature often changes when entering a store, inviting customers into a warmer environment. Stores are also strategically designed, with cheaper items placed near the checkout area and easy outfit combinations displayed together.
The Dopamine Hit
In today’s uncertain world, many people turn to shopping as a way to get a quick hit of dopamine. Ms. La Manna explains that this is especially true when people are feeling low or struggling. However, she encourages finding alternative ways to boost dopamine levels, such as being active in the community or taking the time to find a secondhand item that you truly love.
The Consequences of Overconsumption
Aside from the negative impact on our wallets, Ms. La Manna emphasizes the harm that fast fashion overconsumption has on the environment and garment workers. Many of these companies do not pay their workers a fair living wage, leading to poverty and lack of basic needs. The overproduction of clothing also has a devastating effect on communities in the global south, where unwanted items are often shipped off, leaving them to deal with the aftermath.
For more resources on slow fashion, Ms. La Manna recommends checking out The Or Foundation, Remake, and the Clean Clothes Campaign. It’s time to break the cycle of fast fashion and make more conscious and sustainable choices when it comes to our clothing purchases.
