If you’re interested in fashion psychology, then you already know that what we wear has emotional resonance. Our clothes tell a story of who we are and where we want to belong. But today’s fast fashion industry has supercharged the pressure to buy now and buy more.
New collections drop weekly, with tantalisingly low price points, and micro-trends pushed into our feeds. Have you fallen foul of impulse-buying that butter yellow hoodie, wearing it once, and never again? It’s not surprising then that we buy more clothes than ever before. Fast fashion is now a $150.82 billion industry, estimated to reach $291.1 billion by 2032! Overconsumption impacts our mental health, but why are we so vulnerable to a shop ‘til we drop mentality? And what happens when shopping turns into a life-altering disorder? Ultimately, there are steps we can all take to reclaim a healthier relationship with shopping.
Help, I can’t stop buying clothes!
Compulsive buying disorder, also known as oniomania, means living with “repetitive, irresistible, and overpowering urges” to buy. This isn’t always about clothes, for some it’s beauty products, homeware, toys or collectables.
No matter what you are buying, it is a real and serious condition. Constant thoughts of shopping that intrude into everyday life, chasing the ‘high’ of buying and using shopping as a way to escape from complicated feelings.
But the shiny new things don’t bring any lasting relief. In fact, the aftermath of these compulsive purchases is guilt, disappointment and distress. For some, the impact of their condition is debt and strained relationships.
According to Jessica Plonchak, Social Worker and Clinical Director, ChoicePoint Health, “For many people, shopping is a way to temporarily seek comfort from loneliness, anxiety, or low self-esteem. The rush of buying something instantly activates the brain’s reward centre.” It’s estimated that compulsive buying disorder impacts around 1 to 10% of us. And it’s mainly women who are living with the condition.
Fast fashion and the urge to buy more
Compulsive buying is related to other mental health issues such as depression, anxiety and neurological conditions like ADHD. But we can’t overlook the fast fashion industry’s role in creating a space ripe for shopping addiction.
Fast fashion brands use powerful marketing strategies to create and manipulate demand. Reward points for purchases, flashing roulette wheels of deals and discounts. Promoting their items as unique: new lines added now! Indispensable: must-haves for the summer! Creating a sense of scarcity and urgency: buy now, only five left!
Brands use influencers and collaborations to sell more clothes and fuel overconsumption. Endless #ootds activate FOMO: we need to keep up by owning that croc-effect handbag. Feeling deprived and lacking, we quick-buy the suede trench coat to soothe bad feelings.
Fast fashion companies exploit our vulnerabilities: when you’re under stress, you’re more likely to buy impulsively online. Imagine coping with compulsive buying disorder when all these triggers surround you!
Overcoming compulsive shopping
The good news is that there is help available. According to Dr George Baldwin, Chartered Clinical Psychologist, treatment begins with “understanding that compulsive buying isn’t about willpower, it’s about emotional regulation.”
Steps to overcoming the disorder might include cognitive-behavioural therapy, alongside tackling existing anxiety, depression or ADHD. Practical support to get more savvy about finance is also essential. As Dr Baldwin says, “the goal isn’t to eliminate spending, but to restore balance and to help someone reconnect with meaning and control in the way they use money.”
Breaking free from buying too much
Fast fashion is one of the largest polluters in the world. And in the UK, personal debt is increasing. We probably all need to scrutinise our shopping habits. There are quick ways to reduce temptation: unsubscribe from those pesky retail promo emails, unfollow that influencer that peddles Shein hauls, sign out of your favourite online store so you can’t do a one-click-buy.
Break free from trend-cycles by reviewing what you already have in your wardrobe, and take time to understand your own personal style.
Overconsumption can be related to stress and negative emotions. If shopping is your therapy, how else could you build in other relaxation and self-care habits? And don’t forget, there are always places to get more emotional support if you need it.
In the long run, your bank-balance and your mental health will thank you.
