The desire to go shopping on a Saturday afternoon is a social experience as well as a fashion fix that all women of all ages have enjoyed. From being a young teenager with a modest amount of money in my pocket shopping was about exploring my local city (Manchester) and finding a unique purchase. For me this largely involved seeking out the independents, thrift stores or my very favorite Afflecks Palace!
Even though the money in my pocket may have increased the desire to pick up a special something has never changed. However shopping today on the major high streets amongst windows displaying homogenized versions of their competition does not make for a desirable shopping experience. Perhaps I am getting old but to be offered skinny peach jeans at £120 or £20 does not fulfill my variety criteria. I had considered that there is far more choice nowadays and that I maybe just being picky but I don't believe stores stocking upwards of 200 lines as offering variety at all if I have to purchase them from under one brand name.
photo by Alistair Mcmillan
Shopping on any level is about satisfying the desire to find something that we feel is unique or new to us. Obviously in a day and age of mass production this is a harder scratch to itch. The desire for Vintage and retro clothing is a prime example of large numbers of people accepting and understanding that they will never find a gem in a mass market environment and this satisfaction will only be attained by leisurely riffling the racks of independent boutiques.
If independents are on the rise it can only present healthy competition spurned on by business owners who are passionate about what they are offering from a basic t- shirt to good old fashion customer service. Their desire to succeed on every level creates a positive shopping experience that as a customer one can't help be impressed by and want to experience again and again.