SHOPPING IN THE TIME OF COVID-19
Shopping for clothes is a big part of what we do as image consultants and personal stylists. But, since starting our business in 2009, one of our biggest pieces of advice has always been to stop shopping. Not because we want to deprive people of new and shiny things but because we believe in intelligent consumption: knowing what you already have and need before stepping foot into a store or going online. Some might say that takes all the fun out of it – especially those who use shopping to fix other things (retail therapy much?) But, from the start, we’ve approached shopping for clothes somewhat along the same lines as buying groceries – just imagine what your fridge and pantry would look like if you only went to the store when you were hungry, bored or just wanted to lift your mood. The results probably wouldn’t lend themselves to making meals. So if you want a wardrobe that actually allows you to make outfits, shop with a list of what you need and stick to it.
SHOULD WE EVEN BE SHOPPING RIGHT NOW?
But in the past few weeks, we’ve spent some time soul searching the concept of shopping at all and when it will even be appropriate to start purchasing clothes again. Especially now, when so many people have lost their jobs or are having a hard time with just the basics like paying rent and feeding their families. When staying safe and healthy isn’t an abstract idea, but a daily focus.
As we’ve wrestled with this, we came across a recent conversation between Manrepeller’s Leandra Cohen and Harling Ross on the moral conflict of shopping right now in which Leandra writes, “I just wonder at what point you can actually justify shopping during this time?” She alternates between trying to respect the impact of the coronavirus as it unfolds in real-time while asking if there is a moral obligation, if one is able, to spend money right now. “Sometimes a fleece is only a fleece. And sometimes it can be a creative rescue line.”
Harling Ross agreed. “By purchasing an otherwise unassuming sweater we are supporting multiple people’s livelihoods,“ adding, “but there’s also the concern that continuing to order non-essential things puts warehouse and postal service workers at risk. It’s a double edged sword.”
Some pretty heavy thinking about shopping, if you didn’t think these times were strange enough.
WHEN, WHY AND HOW MUCH?
And we won’t lie, we do miss using words like “cute,” “fun” and “all fired up” when talking about clothes. But like everything else, and for all the reasons mentioned, we are looking at shopping through the lens of what is or seems essential. Which brings us back to “The List.” What should we be buying right now and how do we figure that out? Even though the questions may have changed, the framework is still essentially the same.
Here are some questions we suggest asking yourself while in quarantine:
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What pieces have you worn or have really needed in the past weeks while in quarantine? (Write those down.)
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What do the activities of your day include? Lots of video conferencing? Taking care of the house and kids? Zoom parties? All of the above?
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Are you reaching for certain pieces in your closet that just aren’t there? What category do they fall into (pants? sweaters? t-shirts? jeans?)
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Are the clothes you’ve been wearing since the quarantine began feeling too sloppy? And are you maybe wearing those because the alternative feels too stiff / formal? Then it might be time for something you’ve never needed before – something in between.
REDEFINING “ESSENTIALS”
With our days defined by boundaries of quarantine, it’s been easier to redefine what “essentials” might look like when it comes to shopping for clothes. But if you’re missing any of the pieces we mentioned above – and you’re able to buy them – please do so. Working in old sloppy sweats isn’t helping the world heal, and probably not helping you either. So if you’re in a position to, we say support the brands you love and all the people that make it happen.
Being forced to look at what a “meaningful purchase” is is something we can take away from this experience, and makes us hopeful that, on the other side of this thing, we might see a shift in our relationships with consumption.
As Leandra said, “We had definitely reached peak impulse-buy prior to the crisis…I wonder how this time will change that behavior.”