Over-consumption is one of the the biggest issues within consumer behavior, wreaking havoc on both the environment and mental health. Impulsive over-shopping, in terms of style, and psychology, says a lot about our taste, and our mental state as consumers. In the current economic, and environmental climate it is increasingly important to use fashion psychology to understand our retail habits in terms of why we shop, and why we overshop.
Shopping can serve as a rewarding act or as an outlet for stressful times. Each reason can be valid, however, whether it be online or in person, it can be difficult to navigate the world of retail while in a mental fog of your thoughts and emotions. We all know the emotional hangover of a mindless act - whether it be buying something completely not-you during an insecure and misguided moment, scarfing down four times a human's caloric allotment in the name of comfort food, or texting that person, again. Regardless of motive, consciously or subconsciously, it is crucial to derail that tendency to mindlessly over-shop in order to spare yourself the financial and psychological consequences. Cultivating a mindful mental state using fashion psychology when it comes to the retail world can deter this tendency.
Mindfulness is defined by Dr. Jon Kabat-Zinn PhD, founding Executive Director of the Center for Mindfulness in Medicine, Health Care, and Society at the University of Massachusetts, as "paying attention in a particular way; on purpose, in the present moment, and non-judgementally. Derived from Eastern ideologies, mindfulness is a means to connect to the world around us, and add meaning to the small innocuous details of everyday life. It allows us to attend to what is occurring in the moment, and to appreciate it, while allowing it regulate our emotional experience of that moment. To be mindful is said to be a way of life, and several genres of mindfulness practices have been utilized in psychotherapy to aid in the treatment of several mental health concerns such as depression, anxiety, and disordered eating.
As easily distracted creatures, it is within our nature to get caught-up in the fast-paced world around us and fall into a state of autopilot. In the world of retail, and consumerism in general, this autopilot mode is immensely beneficial for business. Clearances and short-term discount sales are designed to put pressure on the consumer in order to increase spending, decrease inventory, and drive sales as a whole. But for the consumer, the tendency to over-purchase and over-spend can be detrimental in terms of mental health. Whether it be for shelling out much more cash than they intended, or falling prey to trend pressure and realizing that bodysuit trend doesn't quite mesh with your personal image, feelings of guilt and remorse are likely. Utilizing mindfulness skills mid-shop or mid-click may serve as a first step to decrease reckless spending, increase conscientious shopping, and allow for a more fulfilling shopping experience in the moment. The Kentucky Inventory of Mindfulness Skills (KIMS) details these four mindfulness skills in order to be more in touch with the present, and can be helpful in experiencing shopping more mindfully.
1. Observing is simply to attend to your environment, your thoughts, emotions, and bodily sensations in the moment. This skill can be implemented by paying attention to your breathing: particularly for anxious shoppers, notice any changes in your breathing. This can be considered in the most literal sense by noticing the shopping environment, whether it be taking what you see, smell, or hear. Before embarking on your fashion adventure, go over in your mind the drive to the store, the walk up, and the layout of the store. Attend to your thoughts during the shopping process. Are you thinking on how much you plan to spend, or a specific item you hope to find? Take a brief "mindful pause" to go over your items before committing to a purchase.
2. Describing is to define in detail what you observe in your surroundings. Before leaving for your shopping trip, mentally detail what you plan to accomplish. Whether you're looking to purchase a specific item, or you simply want to treat yourself to one luxury item, it is important to psychologically plan your actions so that you are more likely to stick to it. During the shopping process this may be mentally attending to your internal experience, and what is going on around you. Are you noticing the small embroidered detail in the denim jacket to your left, overhearing a conversation between the couple to your right, or realizing maybe you should've eaten something before shopping for this long to balance your blood sugar. To take in the observed stimuli, and then subsequently organization of all the stimuli you are taking in all at once is important so that your mind can easily process and filter information in a constructive way.
3. Acting with awareness refers to the idea of being fully present in one's self, and the surrounding environment. In this skill you disconnect completely from autopilot mode and fully engage in your current activity. This could mean coming into contact with both positive, and negative thoughts and trigger emotional reactions;"Do I need this purse, or am I tempted to purchase it because of the affordable price?", "Is this the size I wear, or does this brand run small?", "Does this item truly represent my style, or do I only want it because its "on-trend"?". Whether they be comfortable, or uncomfortable to experience, allow yourself to be fully present for them. Certainly, it is all to easy to fall into autopilot, and potentially end up in the dressing room with two handfuls of items you don't entirely remember picking out. When you observe this occurring, notice it, acknowledge it, and then gently bring yourself back to the present moment. Think back to prior purchases, and how serious shopping while in this state can easily get out of hand and lead to regretful purchases you'll then waste time trying to re-sell on eBay or a consignment platform.
4. Accepting without judgement is to go into each moment with a radical acceptance of your experience, and your internal reaction to your environment. It is mindful to use a neutral mind, and not place labels of good or bad based on prior experiences. Each moment should be treated as "new" and to accept your thoughts and emotions for what they are, and it is not necessary to act to change them. Over-shopping in the past does not necessarily mean you will over-shop today. The act of accepting your present moment fully allows for less mental conflict, so that decision making can be more concise. Contemplation, or simple reflection during or post-shopping in order to better process your experience can prevent mindless purchases. Before opening that buy one get one sale email, prepare a list to place next to you so that your online shopping spree does not devolve into a shopping binge.
When it comes to ever-changing world of fashion, we could all use a moment to slow down, and immerse ourselves in our experience. By interrupting the rapid fire of thoughts, emotions, and external stimuli urging us to spend more and quickly to get the new #ootd for the 'gram, by attending to each extraneous detail mindfully, we may be more capable of making better, and less wasteful purchases. The practice of mindfulness skills could put a stop to the neverending cycle that ends with observing your closet only to ask yourself, "Why did I even buy that?"