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Changing our shopping behaviour

by Rachel Davies April 11, 2016

Changing our shopping behaviour

Changing our shopping behaviour   Reaching an age where I take everything with much more philosophy, I have stopped defining myself by what I own. I live in London and don't own a car; I don't feel a constant craze for the latest IT bag (does this still exist?) or the new season coat. Rather than buying, following the most recent fashion diktat, or through the impulse created, by smart marketing, we can decide to have more say in the way we want to shop. Preferring to buy less, by investing in a beautiful quality coat and keeping it for more than one season, why not calculate a cost per wear if you invest in an expensive item. I.e., you buy a pair of shoes for £250 if you wear them for 100 days, the cost per wear will be £2.50. If you change your mind about your investment item, it would still be suitable to make a profit for the charity shop or the fibers recycled if completely worn out. Using natural fibers is more expensive, it is also easier to recycle and not just made, to end up in a landfill. The way we are encouraged to shop for is still based on the fact that shops have to sell volumes, with a flow of constant new stock to keep us buyers on the buying carrousel. Do you ever wonder what is happening to all these clothes in the shops? I do, and I can't face the fact that they might end up somewhere dumped in African soil. Rather than buy, buy, buy like a headless chicken, if we stop a minute and think about the life of the piece of clothing we want to acquire. What material has it been made of? Who made it, how was it made, not only would we shop in a more thoughtful and with deeper meaning but also make the conscious choice of not just being told to buy for the sake of buying. Choosing ethical and thinking about recycling might be one of them. Giving back to the workers and the communities is another one. Buying ethically is often seen as being expensive, rather than thinking expensive what if we believe buying less, is more?  What do you say? Have you moved to buying ethical, has your way of shopping evolved and if yes why? I would love to hear your thoughts.


Rachel Davies
Rachel Davies

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