Кожному з нас подобається робити покупки, особливо сучасним підліткам. Цікаво, чому та скільки коштів витрачається на це щодня?
Why do we need shopping? (Англ. мова)
Why do so many of us love shopping? To many shoppers it is a social ritual. They meet friends, check out the shops, try on the clothes and have a burger for lunch. In short, hang around in positive-feeling, exciting environments in which they feel at home.
Did you know that when you buy new clothes it is not because you want them or like them? No, according to recent research, you buy something because a team of specialists has helped you decide what you want.
Psychologists and designers have worked together with the shopping industry to create a comfortable, attractive shopping environment.
It’s not just the clothes that many young people are buying, but the image, the lifestyle and the group identity. The main fashion cult in Britain today is famous brand names. The young shopper is looking for a brand which when worn, clearly tells you something about their status and lifestyle. Even if they can’t actually afford to ‘live the life’, the high street means that the young British shopper can at least afford to buy the clothes.
Research has shown that shoppers in Britain spend 65 million every day buying clothes. On average, British teenage shoppers spend three times as much as adult shoppers. It’s not really surprising when you consider that 63 per cent of young people love shopping. It’s not only young women. 64 per cent of young men under 20 admit to enjoy shopping too.
Research has also shown, however, that teenagers are fickle about how and where they spend their money. This means that shop owners need to use a number of techniques to attract shoppers inside their shops. Once inside a shop, teenagers are three times more likely to buy something.
If you’re still not convinced that this research and shopping science can exploit and manipulate our shopping habits, then take a look at some of the techniques used to create the perfect shopping environment for the fashion enthusiast teenage shopper.
Outside the shop, the window display is like a huge advert. The psychologists apply a ‘25 metre rule’ to shop windows. If shoppers are further away than 25 metres, they won’t notice the window display or be drawn to the shop. Any closer and shoppers may already be looking at another shop window. If shops play music and have lights like a club, shoppers will be tempted into the shop. The club feel also convinces shoppers that the clothes they buy will look good in a real club atmosphere. And if you don’t want shoppers to hang around too long and crowd your shop, then play the music loud, and the purchase will be made more quickly. Part of the traditional female shopping ritual is being part of a group. You see an outfit you like and want, but you want your friends to feel the same. This is why you find tiny cubicles in high street fashion stores, which force the teenage fashion enthusiast into the communal changing area. Here you can make comments and give opinions. And of course there are no assistants to get in the way: your friends’ opinions are much more important than a stranger’s.
Do you need fantastic new party clothes? Have you got your eye on the latest in designer fashion?
Love it or hate it, shopping is an important part of our life. So, be warned! Think twice before you go out to buy that new dress or a pair of the latest trainers. You might think you know what you want, but it seems that the shops and psychologists know better!
Автор: Аксан Наталія Іванівна
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