Ah, finally a SALE! And so very soon, only a month after the new collection. Will it be accurate to suggest that these retailers are filled with endless generosity?
No, since their increase in sales every year imply the opposite.
I know what you’re thinking, “but the clothes are so cheap!” yes but they are still making money and lots of it.
Who’s paying them? Well, the ones shopping at every sale, and there are quite a lot of them.
Why are sales so popular? The obvious answer is that everyone loves a bargain, but these sales happen quiet often, don’t they? And I have to say, they manage to draw quiet an audience.
Let’s explore the magic behind this word, “SALE” it’s a simple word, doesn’t mean much yet has a pull stronger than gravity.
And I hate to say this but there is no magic, it is a classic example of “language manipulation” and “hidden ideologies” used by fast fashion brands to coax you into buying their endless supply of clothes.
By now you must be thinking that there isn’t an endless supply, there is scarcity!
Yes, that’s what their signage and displays suggest as well “get it before its gone” “only a few pieces left” “selling fast” and what a wonderful sense of achievement you get once you buy that last piece before it’s sold out.
Advertisements are never simple, the emphasis on values, attitudes, and knowledge that can potentially compromise a culture indicates how carefully calculated they are.
The advertisers know the behaviour and personalities of their audiences and by taking them into account they know exactly how to generate a message that works.
So, although the words “sale! last chance” are short and insufficient, they are complex and interdisciplinary. They are creating a sense of scarcity and urgency through their signage amongst the masses.
The culture of social media influencers further propagates the fast fashion concept of “accessible fashion” and facilitating the consumer into buying the “look” by providing quick links and swipe ups.
What happens when you buy the “look”? you feel instant gratification. You wear it once and then it’s no longer appealing because it is designed to be worn once or twice. New styles are quickly replacing the old ones so fast fashion brands are persistently defining the desires and notions of self.
That’s why we find ourselves browsing through the stores frequently, always after the new look. If a pile of clothes is collecting at your house, where do they go from there?
Yep, the landfill, but there’s no where they can go from there. Imagine that, a never-ending supply of clothes that we don’t need but have no sustainable way to dispose them..